The word “low-key” is not in Kylie Jenner‘s vocabulary. When the reality TV personality turned beauty mogul does something, she goes all out. Such was the case last night as Jenner celebrated the release of Adidas‘s Falcon sneaker. As the shoe’s campaign star, Jenner didn’t just throw a party; she transformed a car wash into a nightclub and filled an entire city block sidewalk on Sunset Boulevard with friends and fans clamoring to get inside.
Beyond the outside walls, there was a “Grab and Go” mini-mart stocked with Kylie Jenner and Adidas merchandise, from boxes of “Falcon Flakes” cereal and Falcon lighters to zines covered with the 20-year-old’s image (decked out in Adidas, of course) proclaiming, “90’s Fashion Trends are Back!” and “Be your boldest self.” There were also refrigerators stocked with Falcon sneakers and a wide range of candies and baked goods—all adhering to the Falcon’s pink-and-purple colorway, naturally. The items housed in Kylie’s mini-mart weren’t just for purchase; fittingly, they were also there to serve as Instagram backdrops.
As you can guess, at the event her image was inescapable: A video on a large screen played footage of her in her Falcon shoes above the DJ, who played songs by brother-in-law Kanye West and her boyfriend Travis Scott. On Instagram, Jenner shared videos of her blown-up face on the jumbotron. Every aspect of the evening had the distinct feel of being curated by Jenner herself, which makes sense given the premise of her Falcon campaign. “As a lifelong fan of the brand, Kylie embodies the bold spirit of Falcon,” as Adidas said in the announcement of her collaboration.
She’s been taking that to heart, too. Outside of sharing photos of her post-motherhood, athleisure-centric style, Jenner showed up to the event on them, wearing Rapunzel-like long blonde locks and a bold checkered, motocross-inspired dress with matching Falcon shoes. Most inside the party would have only been able to tell that, though, by looking at Jenner’s social media accounts. Despite arriving to her party an hour early—a rarity among these kinds of events—Jenner mostly stayed out of sight, tucked away in the VIP area with her sister Kourtney Kardashian and the rest of her crew. A Kylie party without much real face time with Kylie? Now that is bold.