She’s a member of one of the most documented sisterhoods on the planet. But she has carved out a unique place for herself in fashion—away from it all.
Jenner’s ability to maintain a sense of mystique has been crucial to her success in fashion, where she is now one of the most in-demand models. Essential to the job is a persona that hints at knowability while maintaining a sense of mystery, allowing viewers to construct their own story—the dance of imagination that makes up what we understand to be glamour.
“It’s not always the easiest industry to be in,” Jenner says. “It can be really cutthroat and intense sometimes.” But the fashion business now is radically different from the one Jenner entered nearly a decade ago. Her rise mirrors shifts in how brands and careers are made—and where power lies. Jenner was at the forefront of a new generation of models—many of them, like her, either born into privilege or nepo-baby adjacent—using social media to expand their personal brands by offering glimpses of their private lives. She now has more than 292 million followers on Instagram and upwards of five million on TikTok. And Jenner works. Amid her perpetually stacked slate ofand runway and campaign obligations, she also has her own tequila brand, 818, and she recently announced a new partnership with L’Oréal Paris.While the Kardashian machine undoubtedly gave her a leg up, she has diligently found ways of moving between the realms of reality TV and ultrahigh fashion without being subsumed by either. “I think when things appear to come very easily to people, there’s a lot of criticism,” says casting director Anita Bitton, who cast Jenner in her first Marc Jacobs show in 2014. “But in order to maintain all of that stuff, there’s a certain degree of rigor that’s involved, and Kendall has that rigor,” explains Bitton. “Kendall Jenner is her own person.” “I feel really balanced right now,” Jenner says. “I started my therapy journey a year and a half ago. I meet with my therapist once a week, so every week I’m learning something new. I’m constantly evolving and just excited to do that.”
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