So what is The North Face looking for when releasing a collection with Kim Kardashian?

When your name is The North Face and you are an iconic outdoor brand known for its committed expeditions, teaming up with a Kim Kardashian with 364 million followers means throwing yourself headlong into the world of influencers, at the risk of losing their soul, worry many fans of the brand. Unless this leads more women to take up skiing, do we also hear on the networks? Even! Last week, The North Face crossed a new frontier by launching a snowsports line in collaboration with Skims, the clothing brand created by Kim Kardashian. This collection, made up of fourteen pieces, includes a range of first layers, fleece jackets, hats, gloves, balaclavas and shoes. Released on December 10, it is already sold out in stores, but also online. One of its key pieces is a jacket reminiscent of The North Face’s retro style, available in neutral colors that Skims fans will recognize at a glance. “Kim Kardashian loves skiing. She also loves unearthing gems in The North Face archives,” explains Sandra Clark, marketing director of the brand. “You may have noticed her wearing one of our Nuptse jackets. She owns some of our signature pieces, and she’s even adapted some of them. An influence from which we drew heavily for this collaboration.” The collection in question includes a whole range of winter clothing, including base layers and accessories intended for skiing or, more broadly, for wearing in cold weather. For technical use, or in casual mode. It emphasizes warmth, functionality, and we find the style of The North Face, underlines the brand. Prices range from mid-range to luxury. Or from 60 to 1,200 dollars. Let us recall in passing that the Skims brand generated a turnover of 713 million…