For as much backlash as Kendall and Kylie have gotten for what some describe as stealing the brands of other celebrities, you might expect them to not do that. Instead, it looks like they’re taking a page out of Beyonce’s book.
You know how Queen Bey
Kendall and Kylie have come out with a new line of lingerie — but they haven’t said a word to promote it.
We don’t know if Kendall and Kylie aren’t proud of this particular product, if they think that Kylie’s pregnancy will generate all of the publicity that they could need, or if they’re experimentally flexing the power of their brand.
Or maybe they just forgot.
Whatever the reason, be it method or madness, Kendall and Kylie’s lingerie line is now available at Topshop. It’s called the “Kendall + Kylie” lingerie collection, and it launched on Wednesday.
And this occasion was heralded, not with a tweet, but with a whimper. … That is, neither sister plugged it on social media. That’s so rare for either of them, but for both of them to completely forget to promote their own products?
That’s almost enough to make you believe those bonkers celebrity clone theories.
Well, not really. But it sure is different. You’d think that Kris Jenner taught them better than that.
But maybe, just maybe, this isn’t an accident.
Cosmopolitan expressed their shock over Kendall and Kylie’s lingerie line going unannounced.
“But here’s the plot twist: They didn’t tell anyone. This isn’t even an ICYMI, because literally everyone missed it. The line simply appeared on Topshop’s website, as if by magic.”
Well … not by magic. Some writers and coders and maybe even some graphic designers set it up and then someone hit “publish.”
But there wasn’t any pomp and circumstance surrounding it, either.
Cosmo reported on the actual lingerie line itself.
“The capsule is co-designed by Fleur du Mal founder and creative director Jennifer Zuccarini, and it features plenty of velvet, mesh, and lace.”
That makes sense for lingerie.
“Styles range from sheer bodysuits to athletic shorts and basic bralettes.”
So some of it is designed to work as sexy outerwear. Despite the lack of promotional tweets or whatever, that’s very on-brand.
W Magazine shared that feeling of dismay.
“Kendall and Kylie Jenner aren’t usually shy about self promotion on social media. (After all, their family has built a career out of it.) But when their new collection with Topshop dropped today, there wasn’t as much as a tweet or post about it from either of the sisters.”
See? We’re not alone in thinking that this is out of character.
In fact, neither Kendall nor Kylie modeled for the clothing.
Instead, a brunette model with similar coloring to the Kardashian girls modeled the lingerie on the Topshop website. She looks great but, again, usually the Jenner sisters promote their own brand and use that as a key to their success.
The big theory that we have — and we’re not the only ones — to explain this is simple:
Maybe Kendall and Kylie are pulling a Beyonce. Beyonce is famous for dropping albums and music videos with zero notice. No announcements, no billboards, nothing.
It’s a power play on her part. Beyonce’s influence is such that her music tops charts by word of mouth.
Maybe Kendall and Kylie are testing the waters to see if they can mimic that strategy.
However, let’s put forward an alternate theory.
What if, rather than just a capricious experiment to see how powerful their brand is … if this is instead a test run for the future?
Kylie Jenner is about to become a mom. At 20. Which is bonkers. But that means that she’s not going to have the kind of free time that she used to.
That means less time for modeling her products and it also means less time for social media.
Kendall is a genuine, honest-to-goodness supermodel. She works for a living in perhaps the most “normal” job held by any member of the Kardashian clan.
Practically speaking, the two of them won’t be able to do as many in person promotions of their products in the near future. They need to know how well their goods are going to sell as they make financial plans in terms of personal spending and business decisions.
Maybe this is a test run for the future.
Or … maybe we’re reading too much into it.
What do you think?