Fashion
North West 12, to Launch Her Own Fashion and Jewellery Line as Kim Kardashian Secures Trademarks
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.
Photo: Pinterest
Pajama with Pants
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Pajama with Skirt
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Accessories
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Print Pajama
Photo: Backgrid
Jorts are trending, they were once popular in the early 2000s, worn as loose denim shorts and usually seen as casual everyday clothing. Now they are being worn in different ways, with different styles and fits, depending on the occasion.
Before going into the types of jorts and how they can be styled, let’s look at the meaning. Jorts is a short name for jean shorts, which are made from jeans and cut to a shorter length. It could fall above, around or slightly below the knee.
Types of Jorts
Baggy jorts
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These are not tight on the body, they have an oversized look. The length can sometimes fall above the knee, and other times they go closer to the knee or slightly below. Pair them with a jersey or polo top, and finished with sneakers for an easy everyday look.
Fitted jorts
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These are the opposite of baggy jorts. They might not be fully tight but follow the shape of the legs more. It is more structured compared to baggy styles. They can fall above the knee or around knee length. To style them, combine tank top and loafers.
Ripped jorts
Photo: Pinterest
Ripped jorts come with distressed details like holes or patch-like designs across the front. They have rips and frayed hems, which gives them a more casual feel. Pair these with a fitted top and a mini bag. For a more street-style look, add a tie-belt and finish with sneakers.
Cargo jorts
Photo: Pinterest
Cargo jorts are made from cotton-based fabric rather than denim. They come with two large extra pockets on the sides. Wear with sneakers, a simple top, and a crossbody bag.
Leather jorts
Photo: Pinterest
These are made from leather or faux leather instead of denim and have a more fashion-forward look, not really suited for casual dressing. They work well with a button-down shirt and pointed-toe heels.
Plain jorts
Photo: Pinterest
These are tailored jorts with no extra detailing. They have a clean finish, similar to tailored trousers, and because of this, they look less bold compared to other styles. Wear them with a basic top, pointed-toe pumps, and a slim belt for a neat look.
Lady Gaga and Doechii released the new track “Runway” on Monday, April 27, alongside its music video. The song is part of the soundtrack for The Devil Wears Prada 2 and is presented as a performance built around a catwalk setting.
Photo: Instagram
The video unfolds within a runway environment that functions as both stage and narrative space. It moves between backstage-style moments and runway presentation, with choreography guiding each transition. In the closing section, both artists step onto the catwalk together, bringing the performance into a familiar fashion show format
Photo: Instagram
Lady Gaga’s looks are built around strong, structured shapes and construction. Her wardrobe includes pieces from Daniel del Valle, Robert Wun, Luar, and Gaurav Gupta. The outfits lean into shaping and construction, with attention to proportion and form, staying away from conventional styles.
Photo: Instagram
Doechii’s wardrobe runs alongside the visual direction, with designs from Viktor & Rolf and Harris Reed among others. Her looks are structured while allowing more movement through the choreography, supporting the way her scenes unfold on the runway.
The video is part of the wider soundtrack rollout for The Devil Wears Prada 2. It brings together film promotion and a fashion-focused performance. Gaga’s role in the film and Doechii’s involvement in the soundtrack come together in one video combined runway presentation, music performance, and film connection. The Devil Wears Prada 2 hits cinemas May 1.
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