There's A "Shazam For Fashion" Now, Brought To You By Kim Kardashian

Kardashian West worked with Craze executives over the last year to develop the screenshot shopping concept behind the app, which is designed to make inspo-shopping easy for consumers.

"We spent well over a year getting this all together and ready to be what it is today, which is something I've never seen before," Kardashian West, who was an advisor on the app, told BuzzFeed News. "I’ve never seen an app where you can screenshot something and within seconds bring up a whole digital fashion store to be able to pick out from all range prices and sizes of similar things to what you're wearing."

Kardashian West added, "That’s super exciting to me, so I just knew right away that I wanted to be involved."

Those who criticise Nigella for being heavy on winking and spoon-licking and light on recipes miss the point of what we talk about, when we talk about her. Lawson – who lives in a twinkly Richard Curtis alt-London and talks poetically about poaching an egg (“I find it peaceful when the water is so still”) – is not to be taken literally. She underscores this point by randomly switching into Italian when putting food “al forno”, describing parma ham as “pink as a kitten’s tongue” and chopping vegetables with tea lights scattered around the work surface (me neither). Nigella creates a Disneyfied version of family life, all pleasure and ease, where everybody graciously holds dishes for everyone else rather than greedily helping themselves and no one ever has to be told to put their phone away. That we know that Nigella’s life has not, in fact, been entirely fairy-lit, is an important part of why we buy into the fantasy. Also, the optics of her kitchen are as delicious-looking as her queen of puddings. The copper Kitchen Aid! The tiny syrup jug! The special implement for squishing fried cheese sandwiches! I’ve already got the dressing gown. But I want everything else

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