Kim Kardashian wanted to make sure people who buy the Kardashian Kollection fashion range feel secure in the clothes by making them out of stretchy fabric.
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.