Can the Kardashians sex up Dorothy Perkins? Fashion chain dragged into the 21st century by Kim and Kourtney


One is the grande dame of the high street, a reliable mainstay of the retail world that first opened its doors in 1909. The other is a family whose international fame began in 2007 when one of its members was featured in one of the most successful sex tapes of all time.

But Dorothy Perkins and the Kardashians have collaborated on a new fashion line in what analysts claim is an “unexpected” move by Arcadia supremo Sir Philip Green.

Last night, Kim and Kourtney Kardashian host a launch party for their designs in Mayfair. X Factor contestants and journalists were wafted in and out of photo opportunities with the stars, later expressing their eternal gratitude on Twitter. Photographers clamoured for shots of Kim’s notorious backside, the results of which were plastered on the front pages of showbiz websites just hours later. Tomorrow, in London’s Westfield mall, there is a signing event at midday. Fans have been warned they can’t camp overnight. Instead, they must take part in a scrum five hours in advance to become one of the lucky 500 to meet Kim, Kourtney and Khloe (who wasn’t present earlier in the week due to filming X Factor USA with Simon Cowell). The less devoted can “enjoy the event from the viewing areas”.

In the past five years, the Kardashian family has earned millions in merchandising deals, but their prominence is maintained through their reality television shows. E!’s Keeping Up With the Kardashians, hich sees the sisters shepherded around the world by their “momager” Kris Jenner for personal appearances, has aired 89 episodes, not including three spin-off series.

In the UK, the Kardashian clan has no presence on the terrestrial channels, but they have garnered a rabid fanbase due to the broadcasting of their antics on news sites. A Mail Online source told The Independent: “We know where Kim is in the world at any given time, and expect pictures throughout the day. Any Kim story has to be crammed with photos taking in as many angles as possible.”

It is unheard of for Dorothy Perkins collections to garner such attention. Jaana Jätyri, CEO of fashion forecaster of TrendStop, described the store as an “unexpected stockist” for such a collection. “The timing could not be more perfect for the Christmas party season,” she said, with a warning that the party-themed collection risks “alienating more mature loyal customers”.

Neil Saunders, managing director of retail analysts Conlumino, said the odd pairing could be a wise move by Sir Philip Green. “The rationale behind it is very clear: Sir Philip Green has seen with Topshop that celebrity endorsements really work. You can charge more for products because there’s a certain cachet and some fans will automatically buy pieces from the collection. The excitement around it can drive footfall in the stores.

“As a brand, Dorothy Perkins is nowhere near as visible as Topshop, and it isn’t seen as being too fashion forward. It’s for people who play it safe.  It doesn’t appear to have had the same level of investment. This Kardashian collaboration has made it seem interesting again.”

In 2007, the first year of Kate Moss’s Topshop collaboration, the model’s wares were thought to have added 10 per cent to the store’s revenue. But in Glasgow, the Kardashian “Kollection” launch was more muted. Just two people turned up for the shop’s 8am opening.

And while Moss remains the darling of the high fashion world, Anna Wintour is reported to have personally banned Kim Kardashian from appearing in Vogue or attending the prestigious Costume Institute Gala.

The sisters are frequently the butt of jokes about a dumbed-down America (comedian Kathy Griffin claimed Kim once told her: “Reading names is so hard”), but it’s unlikely that they’ll dwell too heavily on any criticism from the British press about the collection’s quality. Kim is already on her fifth fragrance, while the brood recently inked a $40m deal to keep airing episodes of Keeping up With the Kardashians until 2015.

ebooksAn unforgettable anthology of contemporary reportage
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs People

HR Advisor - North London / North West London

£30000 - £35000 per annum + Benefits: Ashdown Group: HR Advisor - North London...

Finance Manager - Recruitment Business (Media & Entertainment)

£28000 - £32000 per annum + negotiable: Sauce Recruitment: We have an exciting...

HR Advisor - North London / North West London

£30000 - £35000 per annum + Benefits: Ashdown Group: HR Advisor - North London...

HR Advisor - North London / North West London

£30000 - £35000 per annum + Benefits: Ashdown Group: HR Advisor - North London...

Day In a Page

Two super-sized ships have cruised into British waters, but how big can these behemoths get?

Super-sized ships: How big can they get?

Two of the largest vessels in the world cruised into UK waters last week
British doctors on brink of 'cure' for paralysis with spinal cord treatment

British doctors on brink of cure for paralysis

Sufferers can now be offered the possibility of cure thanks to a revolutionary implant of regenerative cells
Ranked seventh in world’s best tourist cities - not London, or Edinburgh, but Salisbury

Salisbury ranked seventh in world’s best tourist cities

The city is home to one of the four surviving copies of the Magna Carta, along with the world’s oldest mechanical clock
Let's talk about loss

We need to talk about loss

Secrecy and silence surround stillbirth
Will there be an all-female mission to Mars?

Will there be an all-female mission to Mars?

Women may be better suited to space travel than men are
Oscar Pistorius sentencing: The athlete's wealth and notoriety have provoked a long overdue debate on South African prisons

'They poured water on, then electrified me...'

If Oscar Pistorius is sent to jail, his experience will not be that of other inmates
James Wharton: The former Guard now fighting discrimination against gay soldiers

The former Guard now fighting discrimination against gay soldiers

Life after the Army has brought new battles for the LGBT activist James Wharton
Ebola in the US: Panic over the virus threatens to infect President Obama's midterms

Panic over Ebola threatens to infect the midterms

Just one person has died, yet November's elections may be affected by what Republicans call 'Obama's Katrina', says Rupert Cornwell
Premier League coaches join the RSC to swap the tricks of their trades

Darling, you were fabulous! But offside...

Premier League coaches are joining the RSC to learn acting skills, and in turn they will teach its actors to play football. Nick Clark finds out why
How to dress with authority: Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear

How to dress with authority

Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear
New book on Joy Division's Ian Curtis sheds new light on the life of the late singer

New book on Ian Curtis sheds fresh light on the life of the late singer

'Joy Division were making art... Ian was for real' says author Jon Savage
Sean Harris: A rare interview with British acting's secret weapon

Sean Harris: A rare interview with British acting's secret weapon

The Bafta-winner talks Hollywood, being branded a psycho, and how Barbra Streisand is his true inspiration
Tim Minchin, interview: The musician, comedian and world's favourite ginger is on scorching form

Tim Minchin interview

For a no-holds-barred comedian who is scathing about woolly thinking and oppressive religiosity, he is surprisingly gentle in person
Boris Johnson's boozing won't win the puritan vote

Boris's boozing won't win the puritan vote

Many of us Brits still disapprove of conspicuous consumption – it's the way we were raised, says DJ Taylor
Ash frontman Tim Wheeler reveals how he came to terms with his father's dementia

Tim Wheeler: Alzheimer's, memories and my dad

Wheeler's dad suffered from Alzheimer's for three years. When he died, there was only one way the Ash frontman knew how to respond: with a heartfelt solo album