Kim Kardashian wants people to feel secure when wearing the Kardashian Kollection.

The range - which is created in conjunction with her sisters Kourtney and Khloe - is currently available in Sears stores in the US, and the 30-year-old beauty is keen for it to be available to all women.

She said: "Usually when I buy clothes off the rack, I need to have them adjusted.

"So for this collection, we made sure each dress had an hourglass shape. We also used stretchy fabrics; the pieces have lots of stretch and hold so you feel secure."

The showbiz siblings - who earlier this month all attended the wedding of Kim to sports star Kris Humphries - already do the range K-Dash by Kardashian for shopping channel QVC, and Kourtney believes the new collection allows people to access their more upmarket looks.

She told ELLE: "I think the QVC collection is a bit more casual. And in the new Kardashian Kollection, we also have lingerie, shoes, bags and jewellery.