Kelly Osbourne to unveil affordable fashion brand for every woman

The co-host of Fashion Police reveals her latest venture in the fashion industry - it's feminine, affordable and for every woman

Kelly Osbourne will play a flight attendant in Sharknado 2 (Getty Images)

Lilac-haired TV star Kelly Osbourne is set to launch an innovative clothing line next month.

The daughter of Ozzy and Sharon Osbourne has been teasing followers in her social media accounts with a new venture she’s been working on, and recently posted a photo of a new tattoo on the side of her skull that reads “Stories”. Today, however, the speculations are over.

The 29-year-old star will unveil her own fashion label called Stories by Kelly Osbourne on the American online retailer HSN on 25 September, with 13 head-to-toe looks with prices ranging from $55 to $170 (approx. £33 to £100). Alongside the first collection, she will launch a website to encourage fans to share where and when they wore the clothes.

As the brand’s name points out, storytelling is the philosophy behind it. She told WWD: “I believe that every time you wear something, you have a story of where you wore it, whether it be good or bad”.

“What made me realize this was when I was going through my closet and I was like, ‘Oh, I wore those shoes on stage every day when I was in Chicago,’ and ‘I wore that dress to my friend’s funeral,’ and, ‘Oh my gosh, I wore that skirt on a date and it still has a stain on it from where I fell off the steps because he tried to kiss me, I didn’t want to kiss him and I broke my wrist. I can’t get rid of that.’ Like, there are all these funny emotional attachments.”

Miss Osbourne has already got her hands in a beauty collection in the past. She did a collaboration with her mother Sharon for MAC Cosmetics. But this is her debut as a solo ready-to-wear designer.

Kelly Osbourne for MAC (MAC)

During her reality TV times she used to portray a strong gothic look, but her fans have seen a turn-around in recent years. As the co-host of E! Entertainment’s Fashion Police, she appears wearing glamorous outfits rather than those punk looks from the past -though her new mohawk keeps the spirit of her inner goth alive. But not to worry, you can still expect a rather feminine line.

The first collection embraces her British heritage with union jack playsuits, fitted pencil skirts, polka dot jumpsuits, tartan blazers, statement jumpers, white collars and a variety of black moto jackets.

Osbourne's collection embraces her British heritage with union jack playsuits (Stories by Kelly Osbourne)

The pieces are designed to enhance the feminine body shape as the fabrics incorporate a bit of stretch and shoulder pads.

With the idea of making clothes for every woman, she’s also including a wide range of US sizes, from 0 to 24. She told WWD: “It’s really unfair that America has this disillusion that the most common size is size 14, and that’s only because that’s as big as most fashion designers go.”

The collection seems rather feminine with fitted pencil skirts, tartan blazers and statement jumpers (Stories by Kelly Osbourne)

With famous friends and her mom wearing the collection, her new affordable line is likely to be popular. However, she admits she won’t compete with big fashion houses like Chanel or Givenchy. “My mission is not to be the number-one fashion designer in the world. I’m not trying to change or come up with anything that people haven’t already done. I’m just trying to make fashion fair and make good quality basics available to all women,” she said to WWD.

Osbourne opened an Instagram account for Stories and in two days she gained around 50,000 followers. So far, her storytelling concept is proving popular on the web.