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LONDON — “It’s everything that I love,” said Kendall Jenner before a personal appearance at Selfridges here for The Esteé Edit. “Purple is one of my favorite colors, so I’ve thrown that in, and there’s also a really cool black light section with two sparkly shades that work in black light [for a glow-in-the-dark effect]. The whole line is edgy and fun.”

By Jenner-Kardashian standards, the public appearance was a subdued affair — and that’s just how Selfridges wanted it. The event was strictly invitation-only, with only the promise of a “special guest” on the e-invitation, and was limited to beauty editors and influencers, and 50 competition winners. There was also a phalanx of burly security guards stationed outside on Oxford Street: The department store clearly wasn’t taking any chances. Nonetheless, it drew about 200 people eager to mingle with the model and social media star.

Past events haven’t been so quiet. “I was doing a meet-and-greet with my little sister in a mall in Jersey a couple of years ago. We basically overflowed the whole mall and the SWAT team had to come. And the police and the fire department. When a SWAT team has to come you know it’s really bad,” recalled the spokesmodel for the collection, which is aimed squarely at social media-obsessed Millennials.

True to form, those queuing on the store’s blue carpet (to match the Edit’s branding) were snapping selfies faster than the speed of light. “I love seeing people’s reactions, and it takes me back to when I was a kid and being obsessed with Britney Spears,” she said. “It’s cool to think yourself into their shoes. It makes me want to always be on my best behavior.”

Jenner loaned her face to the new line, but also her beauty know-how. She helped to create the 14-shade eye shadow palette as well as Flash Photo Gloss – lip gloss that makes teeth look whiter in photos — the Pore Vanishing Stick and Beam Team illuminating moisturizer.

Just back from the Cannes Film Festival, she admitted she hasn’t caught the acting bug like her friend Cara Delevingne. “I have thought about it but I’m super-busy right now so I don’t know when I’d have the time,” she said.

That said, if she were to star in the remake of a classic movie, she said it would be “something Audrey Hepburn, like ‘Breakfast at Tiffany’s’ – or ‘The Breakfast Club.’ I would play the main girl, obviously. Molly Ringwald’s character Claire.”

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