Hordes of screaming fans packed Westfield Parramatta on Saturday hoping to catch a glimpse of US reality starlet Kim Kardashian West.
The one and only official appearance in Australia is to promote Kardashian West and her sisters, ready-to-wear Kollection ranging from apparel to jewellery, as well as the newly released Kardashian Essentials range of shapewear, hosiery and sunglasses.
Days before her visit, Kardashian West fans camped outside the centre, hoping to snatch up one of 200 places which were on offer to see the diva up close.
Before her visit to the centre, the Sun spoke with Kardashian West about the famous sisters latest spring-summer collection.
This is what she had to say.
Sun: How does this season differ from last year’s Spring collection?
Kardashian West: I think this season we are definitely a little bit more simple but using more texture. We are sticking to a great floral print.
There are a lot pieces that are lace or mesh or fishnet that are in neutral colours, but I love the texture of it.
It’s still really cute shapes and styles, but I just love texture.
Sun: How did you come up with your designs for the Spring 2014 collection (what was the design process)?
Kardashian West: My sisters and I spend about a month to two months sending each other inspiration. We send it all year long to each other.
We print out pictures and make big mood boards and see what we are wearing as well.
I love getting inspiration from Instagram, Twitter and all over social media to see what everyone’s street style is.
Then after we put the mood boards together, we pick some pieces that we think would be good for the collection.
Pick colours, patters and then get it to making samples, and then do fit meetings.
All three of us are there at all times.
We have a process where two sisters have to determine which pieces make it to the line.
There is like a voting system. So if one of us just likes it, we typically have to veto that piece.
Sun: Can you tell Australia about your fashion background and why you decided to pursue a career in fashion?
Kardashian West: Ever since I was a little girl, my grandmother owned a clothing store for kids. In the summer I would sit there with her and work with her. I loved it.
Ten years ago my sisters and I opened up a clothing store, DASH, and I worked there.
My first job before that, I worked at a clothing store.
Always loved fashion.
I was a stylist for a little bit.
So one of our goals after we opened up the store was to start our own clothing line, and we were fortunate enough to partner up with Jupe to do that.
Sun: Last year when I spoke to Khloe, she said the show, Keeping up with the Kardashians, had aided in promoting the brand, but it was social media which had really boosted sales. Do you agree? If so, how has social media helped your business to grow?
Kardashian West: I think just through social media that you can really connect with fans. You can see what everyone is really wanting and you can help give back to them.
We like to ask questions. We like to share bits and pieces with everyone.
Even if we cant decide on something, we will tweet or instagram a photo of it and ask for help, and everyone helps us.
It’s such a great focus group. I think it has been very helpful.
Sun: Kardashian Kollection continues to grow from strength to strength. How do you plan to make sure the brand will still exist in five years’ time?
Kardashian West: Even just travelling to different places and seeing and being educated on so many things and seeing what the Australian market really likes and what our UK market really likes — it can be a different customer. So just really being educated and designing. I think our own personal style keeps on changing. So if the line just evolves with us I think it can sustain for years to come.
Sun: I’ve noticed that your fashion line is very affordable unlike other celebrity designers. Why have you decided to go down this path?
Kardashian West: When we first opened up our clothing store, DASH, we had brands that were a really high price point that our customers couldn’t really afford. We realised that is not what we would want in our brand. We wanted it to still be affordable, and have the knowledge that we have from designing and seeing what we think is really fashionable and stylish and bringing that at a really affordable price.
Sun: How do you know what Australians like to wear?
Kardashian West: I think travelling here — it’s been my fifth trip here.
Khloe has been here two or three times.
You really get a feel for the Aussie girl. I see colour. I see patterns. You always think of Australia as hot and summery all the time. We definitely, even in the fall have lots of prints and patterns. We just do our research. I love coming here and Australians are one of our biggest markets. It is always so much fun to come here.
Sun: What’s next for you and the Kardashian Kollection?
Kardashian West: We have expanded into shoes, denim, sunglasses, accessories and handbags. I think it’s just really perfecting that and just making sure every collection is just as amazing as it can be.