As someone who’s worked with the companies who supply materials and even clothing pieces themselves, there is absolutely NOTHING that her brand changes on any significant level to be popular. If she says people are buying her shit, it’s probably in some extremely small quantities.
Most likely thing is that the brand is just a pet project of hers that she saw an opportunity to dump cash on, and that her husband saw fit to say yes to. OF was just another opportunity thing as well, hence why she doesn’t give a fuck about it.
She’s a millionaire for sure, and just like other millionaires, she’s dumping money into random shit.