It was Kim’s appearance in the vintage cut-out black Mugler dress that fuelled the rumours that the reality star was working with the fast fashion brand. Within 24 hours, fast fashion brand Fashion Nova reproduced the exact look, retailing for $50.
Though the reality star denied accusations, Instagram’s renowned fashion watchdog account Diet Prada™ sniffed out the suspicion, dishing out juicy screenshot receipts suggesting otherwise. Fashion Nova model Yodit Yemane leaked photo shoot images of the site’s Mugler knockoff, dated 4 days before Kim wore the dress in public! On top of that, the original file was named “Kim dress”, though it is now being called “Winning Beauty Cut Out Gown”. Diet Prada poses the question “Did Fashion Nova whip up the dress overnight in their Los Angeles atelier after seeing Kim in it or is she peddling her vintage finds to mass retailers ahead of debuting them for a calculated, timely release?”
In their defence, Fashion Nova took to Twitter to respond with “Fashion Nova is an ultra-fast fashion brand that is capable of executing design within hours and believes in fairness in pricing. We strive to offer our customers affordable leading trends. We respect the fashion community and work with a variety of vendors, designers, influencers and celebrities to keep our style offering fresh and relevant. Kim Kardashian-West is one of the top fashion icons in the world that our customers draw inspiration from. However, we have not worked with Kim Kardashian-West directly on any of her projects but have been driven by her influential style.”
Fashion Nova’s CEO Richard Saghian claims his retail brand is supposedly able to produce samples in just 24 hours post product conception and immediately shot on any models on-call, with the finished product being available online within one to two weeks.
Kim clarified that she is not working with Fashion Nova and went on to accuse them of exploitation as she tweeted “It’s devastating to see these fashion companies rip off designs that have taken the blood, sweat, and tears of true designers who have put their all into their own original ideas..I’ve watched these companies profit off of my husband’s work for years and now that it’s affecting designers who have been so generous to give me access to their beautiful works, I can no longer sit silent.”
She continued her rant, stating “Only two days ago, I was privileged enough to wear a one-of-a-kind vintage Mugler dress, and in less than 24 hours it was knocked off and thrown up on a site — but it’s not for sale. You have to sign up for a waitlist because the dress hasn’t even been made to sell yet.” She shares how deeply she values her relationships with designer and how important they are to her. Kim concludes “This is a way to get people to sign up for their mailing list and make people believe there is some kind of relationship between me and this fashion site. There is not.”
The same scenario happened with Missguided brand when Kim shared a fitting picture of her in a gold Yeezy dress, jokingly remarking “P.S. fast fashion brands, can you please wait until I wear this in real life before you knock it off?”
The brand posted the look on their instagram responding to Kim with “The devil works hard but Missguided works harder @kimkardashian you’ve only got a few days before this drops online”, this post was strangely deleted from its page after the look appeared on Missguided’s ‘Kardashian Style’ collection three hours later. Odd.
This has the public wondering if these multiple coincidences are too good to be true. Kim’s shadiness around the whole topic is also questionable. Diet Prada told Harpers Bazaar “Her [Kim’s] glib attitude towards Missguided in her caption for the gold Yeezy dress seemed fishy…especially considering it’s a knockoff of her husband’s work and he apparently wrote her a $1,000,000 check to turn down a fast fashion collab,”. On their instagram, they wrote “The lack of transparency around celebrity endorsements is a big problem facing social media. We think we smell a rat. Dieters, is this a thinly veiled collab, or does Missguided have a secret atelier of magical elves making stretchy dresses round the clock and shooting them on Kim K doppelgängers? Lol.”
Could ‘momager’ Kris Jenner be the mastermind intermediary behind these carefully calculated outfit drops? Many have voiced their suspicions, seeing as Kylie Jenner’s 21st birthday outfits were also reproduced and up on the site within just hours of stepping out.
Incase you were wondering whether there are any legal implications behind all of this, attorney and founder of The Fashion Law Julie Zerbo states it’s technically legal, and as far as she is concerned there is no embargo on the imagery of borrowed or lent designer looks and that this wouldn’t be a contract concern. However if a secret deal had actually been struck between the reality star and fast fashion brands, the partnership would have to be disclosed by both the brand and celebrity endorser. Otherwise this may result in an intervention from the Federal Trade Commission.
Good talk or bad talk, talk is talk. This is free marketing and possibly just another publicity stunt. Besides, Kim is queen of relentlessly finding ways of monetising her image. Harpers Bazaar asks Diet Prada why Kim would jeopardise the curated connections she has made with designers and the reputation she has worked hard for in the fashion world for a partnership with Fashion Nova? Diet Prada thinks that “The rewards of a fast fashion partnership would outweigh the risk. In this case, she probably got the dress from an archival fashion dealer and thought it was fair game as opposed to knocking off a contemporary designer who created something custom for her, or is currently selling on the market. I think she may have underestimated how beloved Thierry Mugler’s work is.
Let us know your thoughts!