The Kardashian Kollection has just launched in the UK this week
The Kardashian Kollection has launched this week in Dorothy Perkins, but will it be a sell-out line?
New research from VoucherCodes.co.uk reveals that star collections are falling out of favour, with almost two thirds of Brits claiming they don't like celebrity-endorsed fashion ranges.
Just three per cent of Brits said they liked collections from TOWIE stars Lauren Goodger, Gemma Collins and Amy Childs, so Kim, Khloe and Kourtney should beware the curse of the reality TV star as their collection hits the shops.
However, for those who do like to follow in the fashion footsteps of their celebrity idols, Myleene Klass at Littlewoods.co.uk proved most popular with almost a quarter of respondents admiring her gorgeous, feminine designs.
Holly Willoughby was a close second with 21 per cent of celebrity fashion lovers snapping up her Very.co.uk collection. Interestingly her clothing range is twice as popular as best friend Fearne Cotton’s contribution for the same retailer, with just 11 per cent looking to emulate her style.
Helen Evans, Fashion Editor at VoucherCodes.co.uk says: “We all remember the excitement when Kate Moss launched her first Topshop range in 2007, but fast forward five years and a walk down any high street will reveal an incredible array of celebrity collections. The overwhelming consensus from our research is that consumers are falling out of love with celeb endorsements, with the majority of shoppers choosing to steer well clear.
“UK consumers are a discerning bunch and they’re spoilt for choice when it comes to fashion, especially with some of the great online discounts available, as a result shoppers are becoming more selective with their style choices.”
Top 5 most popular celebrity fashion ranges:
- Myleene Klass for Littlewoods (22%)
- Holly Willoughby for Very.co.uk (21%)
- Gok Wan for TU at Sainsbury’s (13%)
- Kate Moss for Topshop (13%)
- Fearne Cotton for Very.co.uk (11%)