Such was the case on Tuesday night with the launch of the U.S. flagship of London’s House of CB in West Hollywood. And who better to fete the store opening of the brand synonymous with figure-hugging body-con dresses than the queen of curves herself, Khloe Kardashian.
Ahead of Khloe’s arrival, fans crammed into the newly opened Melrose boutique, rubbing shoulders amid racks of plunging dresses and form-fitting skirts, tables laden with glasses of pink champagne and tiers of custom pink-and-white cake-pops and cookies (though this was hardly a dessert-eating crowd). Others waited dutifully outside to be granted entrance until the crowd dissipated, as eager photographers and paparazzi spilled into the street.
A Keeping Up With the Kardashians camera crew heralded the reality star’s arrival, capturing her entrance in the brand’s svelte Martinique frock in tangerine, which longtime stylist Monica Rose paired with nude pumps. Khloe then proceeded to a rose-bedecked step-and-repeat for photos with brand founder Conna Walker.
Greer Grammar, Morgan Stewart and Charlotte McKinney also turned up to fete the label, which Walker founded in 2010 as an online business at age 17. Since then, the brand has become a staple amongst some of the most famous bodies in Hollywood, from J. Lo to Gigi.
And Khloe herself is no stranger to retail on Melrose; in 2013, Dash — the RTW boutique she co-founded with her equally famous sisters — made its debut in 2012 on the tony shopping stretch, a stone’s throw from the new House of CB location.