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North West 12, to Launch Her Own Fashion and Jewellery Line as Kim Kardashian Secures Trademarks

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Photo: Getty Images

In a recent business move, 12-year-old North West is preparing to launch her own fashion and jewellery line, backed by trademark filings secured by her mother, Kim Kardashian. The filings outline a structured commercial plan, positioning North as the face of a multi-category brand.

Legal paperwork submitted to the U.S. Patent and Trademark Office outlines a broad scope that extends beyond a single product release. The trademarks cover clothing, footwear, accessories, jewellery, watches, handbags and cosmetic cases. Such wide classification is typical of companies planning long-term expansion. Instead of testing a single product category, the filings reserve space for expansion across retail segments that often define full lifestyle labels.

Photo: Instagram

The brand name attached to the filings, NOR11, is believed to reference North’s identity and age when the concept was first discussed. Early hints of the label surfaced when she and friends were photographed wearing logo-marked hats months before the paperwork became public. In fashion marketing terms, this acts as early promotion: visibility without formal announcement, allowing the name to gain early visibility before product release.

Corporate records show the trademarks were filed under a family-linked company structure, with Kardashian listed as the responsible executive overseeing the venture. This structure shows professional management. Trademark protection at this level requires legal investment and long-term planning, signalling intent to commercialise the brand.

Photo: SKIMS

Kardashian built SKIMS into a major shapewear and basics label through aggressive licensing and direct-to-consumer strategy. North’s father, Kanye West, influenced sneaker and streetwear markets through Yeezy partnerships that combined endorsement with direct product involvement. North’s project combines elements of both models: personal branding supported by industrial-scale planning.

Reactions online have varied. Supporters view the move as an expected progression for a child raised inside fashion production, arguing that early exposure can translate into creative independence later. Critics question the ethics of turning her into a commercial brand at such a young age, especially in a media environment where celebrity children are already highly visible. The debate reflects a wider discussion around family branding in the influencer era, where personal life and monetisation increasingly overlap.

Photo: Instagram

The legal groundwork is already complete. Trademark filings of this breadth are legal protections designed to secure ownership before products reach the market. The filings reflect a structured launch plan rather than a casual celebrity project.

North West enters the industry with advantages uncommon for new designers: instant recognition, capital backing and a built-in global audience. A successful rollout will depend on design quality, production management and brand consistency. What follows will determine whether the label develops into a long-term business or remains tied primarily to its famous origins.

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Fashion

5 Button-Down Shirts That Make Jeans Look Better

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Photo: Pinterest/@Evi

Jeans are one of those fashion trends that never goes out of style, every season, denim always finds its way back. But where the challenge lies, is finding new ways to wear it without feeling like you are repeating the same outfit. A button-down shirt is an easy way to change that.

Aside the traditional classic white shirt everyone wears with jeans, there are other styles and patterns of button down shirts that can give your jeans a different look. From satin to pinstripes, the right shirt can make a pair of jeans look more put together.

Satin Button-Down Shirt

Photo: Pinterest/@ani.maar

Satin brings a smooth glossy texture to an outfit, which makes it a good match for the more rugged feel of denim. The contrast between the two fabrics keeps the outfit from looking plain. A satin shirt works well with straight-leg or dark-wash jeans. For a more relaxed outfit, pair it simple flats or sandals, but if you are going for a casual office setting, pair with pointed-toe heels.

Fitted Button-Down Shirt

Photo: Pinterest/@brooke

A fitted button-down shirt gives jeans a more defined shape, unlike an oversized shirt. It sits closer to the body and brings attention to the waist. This style works well with wide-leg and baggy jeans because the closer fit on top balances the extra volume below. It can also work with straight-leg jeans for a cleaner look. You can also add a belt, simple jewellery and loafers or heels to complete the outfit.

Plaid Button-Down Shirt

Photo: Pinterest/@Be Daze Live

Plaid adds pattern to an otherwise simple jeans outfit. Choose a fitted plaid shirt with light-blue or grey jeans. Straight-leg denim works well here. Finish the outfit with loafers, sneakers or ankle boots. You can leave the shirt partly unbuttoned over a simple tank top.

Gingham Button-Down Shirt

Photo: Pinterest/@ amie alden

Gingham can look similar to plaid, but the two are not quite the same. Gingham has smaller, more even checks, made from two colors, while plaid tends to have different lines and patterns crossing each other. This makes gingham feel a little cleaner and less busy. This type of button-down shirt fits well with both straight-leg and wide-leg jeans. You can keep the styling simple with mesh ballet flats, sneakers, or loafers.

Pinstripe Button-Down Shirt

Photo: Pinterest/@Evi

Pinstripes shirt aren’t meant for plain trousers only, it can also be worn with jeans. The thin vertical lines draw the eye up and down, giving the shirt a longer, cleaner appearance. Style them with straight-leg dark jeans, and pair with sneakers for a simple weekend outfit. You can switch to pumps or sling-back heels when you want it to look more dressed up. The contrast between the dressier shirt and casual denim is what makes the combination work.

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Fashion

Mesh Ballet Flats Are Everywhere Right Now—Here’s How to Wear Them

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Photo: Pinterest/@yoonjichii

Summer may be winding down, but mesh ballet flats aren’t going anywhere. What started as a niche designer trend has entered the mainstream. These days, the flats are becoming a classic shoe that can be worn with everything from tailored blazers to casual jeans and shirt.

What makes them popular is their lightweight design and ability to either break up a heavy look or make a casual outfit appear more polished. Part of the appeal is in the design itself, mesh ballet flats don’t rely on heavy details. Their silhouette is relatively simple, which makes them easier to style.

One of the brands linked to the rise of the trend is the London-based accessories label Jane France, which specializes in Italian mesh footwear. Speaking about the mesh shoes, she explained that “true style comes from an ease of wear” adding that the mesh flats “create a fluidity which is both subtly sensual and unexpected.”

With fall just around the corner, styling them requires a few seasonal updates.

Maxi dress

Photo: Pinterest/@Meemior

Combining a maxi dress and mesh ballet flats is an easy way to transition the shoe into fall. The two pieces complement each other because they both have a lightweight feel. While the flowy silhouette of a maxi dress keeps the outfit relaxed, the mesh flats add to the same airy quality. You can add a jacket to make it suitable for the cooler weather.

Slip Skirt

Photo: Pinterest/@yoonjichii

If you want to dress up for dinner or a night out, pair your flats with a silk or satin slip skirt. Mixing different textures, like smooth satin and breathable mesh, adds visual interest to an outfit without needing bright colors or busy patterns. Add a chunky knit sweater over the skirt during transitional weather.

Denim

Photo: Pinterest/@S.

Instead of pairing them with your regular sneakers, switching to mesh ballet flats for a more refined feel. If you want something more structured, add an oversized menswear-inspired blazer.

Capri pants

Photo: Pinterest/@Maria Recondo

Capri pants, which have been making a comeback this year, also work well with mesh flats. Pair them with a knit sweater or tank top to create a balanced outfit.

Mini dress

Photo: Pinterest/@ Elizabeth Malo

A mini dress is another option. Whether it’s a simple black dress or something with more structure, mesh flats add a softer finish.

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Fashion

Denim Co-Ords Are Taking Over This Fall

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Photo: Getty Images

Summer isn’t even over yet, but designers are looking ahead, and as fall collections begins to roll out, denim co-ords are brought back into focus. But this time, they are not returning in the same form we knew in the late ’90s and early 2000s. Back then, head-to-toe denim usually meant a matching jacket and jeans in the same wash. For Fall 2026, the idea is still nostalgic, but the styling has become more varied, from the cuts to the layering, and even the way it’s being paired, all make it feel different, like a 2026 update on a familiar idea.

Celebrities have already been showing how the trend is changing, wearing denim-on-denim for everything from casual outings to red carpets and fashion shows. Instead of following the traditional jacket-and-jeans formula, their looks now incorporate pieces that make the co-ord feel less predictable.

Photo: Instagram

One of the obvious changes is the silhouette. Denim co-ords are no longer limited to trousers. A midi skirt paired with a structured denim jacket offers a more varied take, especially when details such as corset-like stitching, leather boots and a textured bag are added.

Photo: Instagram

Layering is also changing how the look comes together. A cropped denim jacket worn over a turtleneck and low-rise jeans creates a mix of proportions. Even menswear is experimenting with the combination. Hoodies layered under cropped denim jackets and worn with matching jeans and baseball caps give the look a more relaxed, streetwear-inspired feel.

Photo: Getty Images

Denim is also being given different textures and finishes. A coordinated denim look styled with a simple tank top and a matching chain bag shows how the familiar fabric can look completely different. Rather than the plain denim finish we are used to seeing, the textured material gives the outfit more dimension while still keeping the denim-on-denim combination.

Photo: Instagram

For a more casual take, the classic denim can be paired with a tank top and pointed-toe pumps, which keeps the outfit simple while allowing the footwear to give it a sharper finish.

Denim-on-denim this season is not restricted to one formula. Rather than sticking to one matching wash, mixing lighter and darker shades can give a co-ord more depth and keep it from looking overly coordinated. Details such as belts and bags can also make a difference.

Photo: Instagram

For Fall 2026, denim co-ords are more about how the pieces are combined. Skirts, cropped jackets, low-rise, layered tops and different denim finishes, are expanding the way denim-on-denim can be worn. The result is a familiar trend that still has its nostalgic roots, but feels more current this time around.

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