Reality Meets Retail
Photo: Helena Goldglantz, Helena Renee PR
Kyle by Alene Too

At least three or four times a week, we get requests for the Dash store — the popular string of boutiques by reality-TV royalty the Kardashian sisters. From The Kardashians to the Real Housewives of Beverly Hills, Hollywood's hottest reality stars are inspiring women's style everywhere — and these savvy celebrities have been answering the demand by opening beautiful new boutiques all over LA.

I had a chance to do some research — aka shopping — at two of the newest. Real Housewife Kyle Richards (and aunt to Paris Hilton) recently opened Kyle by Alene Too, in the heart of Beverly Hills, at the corner of Brighton and Bedford. How gorgeous is this shop? Think glass-dripping chandeliers, crystal display cabinets and plush, velvet-draped dressing rooms. 

The clothes are Beverly Hills-beachy: high-end resort wear perfect for poolside cocktails at your Bel Air mansion. This includes embellished caftans and luxurious gowns by Haute Hippie and Camilla, with prices ranging from $300 to $1,200. The shop also carries vintage Chanel purses and Lauren Moshi printed t-shirts, designed especially for Kyle Richards. 

What I love most about the store is the elegant setting with its bedazzled counters and velvet couches — you really expect to see Kyle Richards and her Beverly Hills friends sipping champagne and snacking on caviar!

Next, I went up to West Hollywood for a visit to the newest Dash. This is the Kardashians' third store; they closed their Calabasas location to move to upscale Melrose, next to the hippest stores like Marc Jacobs. 

The Kardashian boutique is cool and trendy. They have a nice selection of very feminine dresses and frilly tops geared toward the 20-something crowd at reasonable prices. They carry the very popular MIKOH swimwear, which is only sold at Dash (and currently sold-out) as well as other brands like House of Harlow (that's Nicole Richie's line) and Ella Moss.

I really like the retro 50's vibe, with all-white walls and display cabinets. The wall of life-sized Kardashian photos is very eye-catching, and it's next to another wall of Kardashian-labeled products (nail polish, lip gloss, key rings, t-shirts, water bottles and books). Their souvenirs took up almost half the store!  

Even if you don't get to rub elbows with the real Kardashians, just shopping here feels like the next best thing: all the sales girls look like Kardashian clones, and they casually refer to the owners as "the girls."