Kim Kardashian says UK style is "effortless, but more chic" than that in America.
The reality TV star and her sisters Kourtney and Khloé launched their Kardashian Kollection in the UK today.
Speaking about the line, Kim explained why they have tweaked the range for their British market.
"I would say the UK look is more... effortless, but more chic," Kim gushed to British newspaper The Sun.
"And we wanted to make sure we had pieces that go with that. We have different blouses, slouchier tops... It's what our brand is all about. Quality at an affordable price."
The three entrepreneurs have already made names for themselves as designers in America where they have three DASH boutiques selling their clothing ranges.
Their offering the Kardashian Kollection is the result of a partnership with designer Bruno Schiavi, who has worked on over a dozen other celebrity partnerships before.
The 100 piece line contains several handbags and clutch bags, including several body-conscious dresses, one with a keyhole opening at the front in leopard print. There are more dresses in gold sequins, mottled blue and black print and a gold foil bandage style - as well as a selection of blouses with delicate pintucking and lace inserts. Lace also appears in a trench coat and in a blazer.
The Kardashian Kollection is set to expand into jewellery in the UK from spring time next year.
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