LoudBrand Studios is the latest brand to witness the ever-astounding level of influence wielded by Kylie Jenner. When the youngest of the Kardashian family posted a picture to Instagram of herself wearing one of the brand's dresses, it wasn't just that exact dress that sold old – LoudBrand Studios' entire collection flew off the virtual shelves.
The UK-based label was founded by Jedidiah Duyile, a London-born designer of Nigerian and Ghanaian descent, who – according to the brand's website – 'wanted to produce pieces that reminded women of just how sexy they are.' When Kylie Jenner wore the dress in two separate Instagram posts, she amassed more than 14 million 'likes' (and counting), sending huge numbers of people to the LoudBrand Studios website. Absolutely everything that was for sale is now sold out.
Taking to Twitter, the brand thanked Jenner and her stylist, Jill Jacobs, for the support:
While this is undoubtedly a success story for a small business, it's not without its own smattering of controversy. When Jenner first posted on Instagram, she didn't tag LoudBrand Studios, which prompted many people to criticise her on social media, suggesting that she wasn't being supportive enough of a Black-owned business. Many also pointed out, however, that Jenner seems to tag brands only when she is being paid to do so – she has made it part of her business to monetise such things on Instagram and other social platforms.
Jenner responded directly to the criticism, stating that it was 'a reach' and soon tagged LouBrand Studios on one of her posts.
Controversy aside, if Jenner's influence can help to champion independent fashion labels and promote Black designers at such an uncertain and troubling economic time, that can surely only be good news. And for anyone interested in buying Jenner's dress, LouBrand Studios has asked that you turn on post notifications for information on a restock.
SHOP: The Black-Owned Businesses To Support Now And Always
SHOP: The Best Black-Owned Businesses To Support Now
1 of 23SIKA, Maliah Puffer Jacket, £215
2 of 23Pyer Moss, Sister Long-Sleeve Tee, £128
3 of 23Emefa Cole, Tube Ring, £800
4 of 23Kemi Telford, Forest Brushed Cotton Maxi Dress, £205
5 of 23AAKS, Tia Ruffle, £165
6 of 23Brother Vellies, Picnic Shoes, £545
7 of 23TTYA, Plunge Maxi Dress, £20
8 of 23Fe Noel, Nutmeg Swimsuit, £134
9 of 23Mateo New York, 14K Gold Malachite Ear Jackets, £439
10 of 23Vavvoune, USRA Wallet, £153
11 of 23More Than, Nikki Plaid Slides, £72
12 of 23Casley-Hayford, Union Rucksack, £395
13 of 23Daily Paper, Acid Lime Jowa Hoodie, £139
14 of 23Nubian Skin, Bodysuit, £39.50
15 of 23A-Cold-Wall*, Storm Compass-Pocket Hooded Jacket, £335
16 of 23Telfar, Cable-Knit Thumbhole Sweater, £329
17 of 23Kenneth Ize, Handwoven Scarf, £240
18 of 23Thebe Magugu, Boat-Neck Ribbed Wool Sweater, £265
19 of 23Daily Paper, Brown Kazira Blazer, £285
20 of 23Wales Bonner, Saint Ann Crochet-Panel Rib-Knitted Skirt, £450
21 of 23AK Wilde, Adinkra African Print Cushion, £37
22 of 23Martine Rose, Jersey Funnel-Neck T-shirt In White, £135
23 of 23