To the untrained eye, celebrity brands can appear to be no more than supersized adverts. Simply, pre-packaged businesses with a famous face slapped on and marketing strategy based mostly on the existing follower count of the showbiz star.
However, a long list of shuttered celeb-founded and fronted companies (Blake Lively’s blog Preserve, Rihanna’s luxury ready-to-wear brand Fenty, Lindsay Lohan’s Lohan Beach House, we could go on), suggests that cultivating a successful business longterm, even if you’re a megastar, isn’t quite as easy as putting your name (and a few Instagram likes) on a product.
When even the world’s most beautiful, talented and publicity-generating people can’t effortlessly compel revenue, who can?
Enter Plaistow-born Emma Grede, who is the woman behind not one, but two Kardashian brand behemoths. The once university drop-out is now both Co-Founder, alongside Khloe Kardashian, and CEO of inclusive denim brand Good American (founded 2016), plus she’s a Founding Partner of Kim Kardashian’s viral shapewear brand SKIMS.
Both businesses had record-breaking launches, have become internationally-available (you can find both stocked in Selfridges in the UK) and expanded way past their original remits, with Good American now selling footwear and swimwear and SKIMS offering loungewear and underwear.