Lisa Rinna and her daughters, Delilah Belle and Amelia Gray Hamlin, went in very different style directions with their fashion ventures. Lisa's QVC line covers work-ready essentials like duster cardigans, while her girls just launched their own brand called DNA, which is all about street-style athleisure (as in bras to wear to the gym or out at night).
“I mean she’s really good at coming up with what will work for a certain type of audience,” Amelia Gray told the magazine. “So she definitely helped us steer in the right direction when it came to dialing down at the end, what pieces we did want to launch and how people would react to it.”
DNA just launched this week online, selling tees, hoodies, joggers, leggings, bras, and crop tops, with each piece priced under $100. According to the Hamlin sisters, Lisa's QVC experience definitely figured into their business strategy.
"She sells all over America. So we wanted to be able to do that,” Delilah Belle told PEOPLE. “And you know be attainable, be affordable. And still be good quality.”
Lisa also weighed in on Instagram when a fan asked about DNA's sizing (right now it runs from extra small to large). "We are working on more sizes," Lisa wrote, explaining, "It’s more expensive to manufacture in the US so this is how they had to start out but we will add sizing you betcha!"
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