EXCLUSIVE: KBB by Kahlana Enters Phase Two

KBB by Kahlana, the Target Corp.-exclusive apparel brand from editor and creator Kahlana Barfield Brown, is entering its next chapter.

Coming weeks after the brand’s debut in September, it is gearing up for its second drop of launches.

“The first drop was really about core wardrobe essentials,” Barfield Brown said, nodding to the knits and denim she launched with. “This next collection is much more dressy, it’s elevated. You’ll see herringbone blazers that are tapered and tailored to accentuate a waist, some amazing holiday dresses, black dresses and there’s a lace maxiskirt. This is an elevation in terms of silhouettes and styles, as well as the textures and materials we’re using, it’s heavier fabrics.”

Barfield Brown previously had collaborated with Target on a collection called Future Collective, and it gave her the confidence to strike out on her own with KBB by Kahlana, she said. When the brand debuted, its landing page on Target’s website got north of 167,000 visits, and over 12,000 purchases were made, typically containing multiple items. There are currently 75,000 guests that have signed up for notifications on restocks, and the brand’s slouchy cardigan sold out in less than two minutes, the brand said.

And though Barfield Brown has shifted from collaborator to founder, her philosophy remains the same. “When I did Future Collective, I was my own model for my collection. With KBB, I wanted to approach it from a brand founder perspective — I wanted others to bring it to life,” she said. “I use models, but to connect with my audience and show people this is mine, when I’m wearing something, that resonates.”

On Instagram alone, she has 361,000 followers, and her content for the brand is focused on democratizing her styling tips from her past life. (Barfield Brown was previously the fashion and beauty editor at large at InStyle). “People want ideas on how to wear something, but sometimes just don’t know how,” she said. “When I’m able to style it and show people ‘there are three ways to wear this blazer,’ you’re giving them the playbook. That’s been key.”

The idea for the brand first came to her during her time working as an editor, “and feeling like there was a gap in the market and there were women who were being underserved,” Barfield Brown said. “There just weren’t options for curvy women. They want to look fly, they want to dress cute. They want to have options like everyone else, and I saw this gap in terms of size inclusivity; I felt like there should be stylish pieces of elevated essentials that are quality made at an attainable price point.”

She has smaller drops scheduled for December and January, and the next larger collection will come in for spring. “There are these small capsule collections that will come out in terms of newness,” said Barfield Brown. “It’s definitely exciting to sell out, but people are looking for us and we want to give them something. The multiple drops are going to give the opportunity for people who haven’t caught product in previous drops.”