There’s no denying that great style runs in the family, and Cynthia Rowley‘s teenage daughter Kit Keenan is proof. The American fashion designer’s oldest daughter, 19, is starting up her very own clothing line – and it is going to be all about the constant evolution and reinvention of style.
While most designer labels try to cultivate a following based on cohesive collections and traditional wardrobe staples, Kit is looking to start a brand that changes its mind as much as she does herself. And she knows her followers are right there with her on the need for this type of style expansion in the industry.
“What people my age want and need is reinvention, and thinking about the trends and what people wear right now. Especially with young people, our style is changing with trends all the time, so I wanted to have a freer form of what a brand meant,” the fashionista and social media influencer told WWD. “The idea for the brand is every single time I do a launch, it completely changes. I want it to be for the girl whose style is always changing, because one day I’m wearing a dress, and the next day I’m wearing pants and a bucket hat. And I wanted to challenge myself to really reinvent clothing every time I design it.”
“I think that you see it a lot with lower-end huge brands like Zara, who’s doing so well because they’re changing all the time with what people want, rather than getting stuck in, ‘well, my brand is all preppy, and that’s not what kids want now, so I’m not selling,’” she added in the interview.
Kit’s take on the industry is certainly refreshing, and her sales approach is one that Millennial shoppers and Gen Z supporters will find appealing.
The first Kit Keenan collection will consist of only six pieces with only limited qualities available for each style. for each style. This collection is set to launch online on June 30, with a strong focus on sales through Instagram.
You can expect to find items like trendy tees, dresses, sweatshirts, and more influencer-approved garments. Future launches will be similarly small, reaching a micro-community of fashionistas interested in this see-now-shop-now social media craze.— Richard Editorial Staff