Fashion’s relationship with the Kardashian-Jenner clan is a complicated one. Slightly dysfunctional and of the love-hate variety, the girls’ fashion ventures are either met with an overwhelming embrace or an eye roll. But regardless of whether or not the industry wants to consider Kendall and Kylie Jenner actual designers or businesswomen, their marketing power is undeniable — they have the W-2 forms to prove it. It’s a fact that seemed solidified by the scene at the Kendall + Kylie fashion launch on Monday night. There were no rabid “Keeping Up With the Kardashians” fans at the private residence in TriBeCa. Instead, it was attended by Neiman Marcus fashion director Ken Downing, Saks Fifth Avenue fashion director Roopal Patel and a smattering of fashion editors. Oh, and brother-in-law Kanye West, who has his own show to prepare for on Thursday, swung by. From the looks of it, the fashion world is taking these clothes (or at least their sell-through power) very seriously.
“We wanted to put our vision out there, what we love as everyday style. Something you could wear everyday, something you could also dress up,” Kendall said. “Our fans love our style and are constantly talking about it. So we kind of wanted to give them what they wanted.”
The ready-to-wear line, priced from $68 to $498, includes a lacy baby-doll number, a gingham pant and cropped top set, and predictable bodycon dresses. Asked to describe their brand, Kylie began, “I think it’s sophisticated, simple…and what’s your word?” she asked, turning to her sister.
“Versatile,” Kendall nodded.
Between the two of them, the siblings have a combined 99 million Instagram followers, and they plan to tap into that audience to promote the collection. “[Kylie] is so good at taking photos of her outfit every day, and putting it online,” Kendall said. “In that way it’s very important, especially for a clothing line, because people want to see what you’re wearing.”
Though Kendall is approaching supermodel status, it’s Kylie who has more followers. “Instagram is so important, especially for my lip kit. I don’t do any advertising anywhere, except on my Instagram,” she said, referring to her Kylie Lip Kit, which sold out, again, last week, this time in 28 minutes. “I feel social media is really powerful — no matter how much I make, I can’t please everybody. It’s crazy.”
Like their older sisters, it seems they have no qualms about keeping work in the family.
“When you put us together, you get each of our styles,” Kendall said. “We have similar tastes so we mesh really well.”