Can’t say I didn’t see it coming.
According to Puck News’ Lauren Sherman, Kylie Jenner is fronting a top secret new fashion brand, something akin to Shein or Fashion Nova—two fast-fashion retailers that have been ripping off the Kardashians’ style for years—but with a higher-quality product.
Sherman reports that Jens and Emma Grede, the brains behind Kim Kardashian’s Skims and Khloé Kardashian’s Good American, have begun interviewing candidates for positions without sharing any details about the project itself. (Power move.)
This isn’t Kylie Jenner’s first foray into fashion, but her partnership with the Gredes signal that it’s her most serious attempt at breaking into the super-crowded market. When they were but Calabasas tweens, Kendall and Kylie Jenner fronted their eponymous California-cool collection of basics (including their infamous Tupac and Biggie T-shirts) and swimwear, which is still sold at mall brand PacSun.
What would a Kylie Jenner fashion line look like? The reality star’s Instagram offers a comprehensive overview of her style, and each of her many, many looks has one thing in common: body-con silhouettes—the kind of skin-tight, clingy dresses you might want to wear with shapewear…. Hats off to you, Kris Jenner!