LIFE OF KYLIE

Kylie Jenner Proves She’s the Most Entrepreneurial Member of the Kardashian Family with New Collaboration

It’s no longer enough just to be the face of a brand.


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Kylie Jenner, perhaps the biggest celebrity name in beauty, is ready to shake up eyewear, too. In addition to the recent Kendall + Kylie drop, which included the Matrix-inspired Vivian Extreme CatEye—since sold out—the youngest Jenner has now inked a deal with beloved Aussie sunglasses brand Quay.

Quay x Kylie, which debuts July 11, comprises four limited-edition styles and 11 semi-permanent looks, including the Jenners’ beloved cateye, an aviator, a shield frame, and a geometric silhouette. The Melbourne-based sunglasses designer, something of a cult fixture down under, previously tapped model Jasmine Sanders, alias Golden Barbie, for a collaboration on a style—the “Indio”—pegged to the Coachella festival. But Jenner, never one to phone it in, consulted on the creation of not one but 15 styles.

“Her social media influence is unparalleled and she is known for her dynamic style and edge that her followers want to emulate,” Quay Australia founder Lisa Hammond told WWD. Jenner’s social following is of mythic proportions—she’s among the top-10 most followed on Instagram, and her Snapchat following in particular is unparalleled. (Though precise numbers haven’t been revealed, she’s the top-viewed user “by a long shot,” she recently said.)

With her Quay collaboration, Jenner adds yet another line on her resume that already includes not only her eponymous lip kits and collection with Kendall but also an ongoing contract with Puma as its non-athlete ambassador, her new Keeping Up with the Kardashians spin-off Life of Kylie, and a widely panned, ghostwritten young adult novel. (Sunglasses, unlike literature, play to Kylie’s strengths.)

Kylie Jenner, the Youngest Kardashian, Has Undergone the Most Complete Style Transformation

Kylie Jenner, Caitlyn Jenner (formerly Bruce Jenner), Kendall Jenner, and Kris Jenner at the world premiere of The Emperor’s New Groove in Hollywood, California, December 2000.

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Kylie Jenner at the Matrix at A Time for Heroes Celebrity Carnival Benefiting the Elizabeth Glaser Pediatric AIDS Foundation in Los Angeles, June 2008.

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Kendall, Kris, and Kylie Jenner at the 102.7 KIIS-FM’s Wango Tango in Irvine, California, May 2009.

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Kylie Jenner at the release party for Selena Gomez’s Kiss and Tell in Hollywood, September 2009.

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Kendall Jenner, Kim Kardashian, and Kylie Jenner at the Teen Choice Awards in Universal City, California, August 2010.

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Kendall and Kylie Jenner at the premiere of Justin Bieber: Never Say Never in Los Angeles, February 2011.

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Kendall and Kylie prove their twinning days aren’t behind them at the premiere of Prom in Hollywood, April 2011.

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Kylie Jenner at the Race to Erase MS in Century City, California, May 2012.

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Kylie Jenner at Fashion’s Night Out in Los Angeles, California, September 2012.

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Kendall and Kylie Jenner, honing their fashion consultant chops, go on Good Morning America to discuss spring trends, February 2013.

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Kylie Jenner wore a dress by Msfts, the label by then-reported boyfriend Jaden Smith, to the Kids’ Choice Awards in Los Angeles, March 2013.

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Kylie Jenner opted for white and nude, a palette she’d come to favor down the line much like sister Kim Kardashian, at the MTV Movie Awards in Culver City, California, April 2013.

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Kylie Jenner opted for a sleek black two-piece look to attend the premiere of After Earth (the movie fronted by rumored boyfriend Jaden Smith) in New York, May 2013.

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Jenner opted for a tonally appropriate graphic tee to walk the red carpet with Jaden Smith at the premiere of Ender’s Game in Hollywood, October 2013.

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Kylie Jenner, in Maiyet and Giambattista Valli, debuted a new hair style when she walked the red carpet with sister Kendall at the American Music Awards in Los Angeles, California, November 2013.

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Kylie Jenner in Alex Perry with Louboutin heels at the Billboard Music Awards in Las Vegas, Nevada, May 2014.

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Jenner opted for an orange Nicolas Jebran minidress, contrasting with her sister’s Fausto Puglisi, at the MuchMusic Video Awards in Toronto, Canada, June 2014.

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Kylie Jenner in Alexandre Vauthier with Gucci heels at the MTV Video Music Awards in Inglewood, California, August 2014.

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Jenner opted once again for Alexandre Vauthier, this time in burgundy, for the American Music Awards in Los Angeles, California, November 2014.

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Kylie Jenner in Steven Khalil at the GQ Grammys afterparty in Hollywood, California, February 2015.

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Kylie Jenner appeared front row at the 3.1 Phillip Lim show — wearing Phillip Lim, naturally — during New York Fashion Week Fall 2015 in New York, New York, February 2015.

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Completing the arc that brought her into Olivier Rousteing’s fold, Kylie Jenner wears Balmain at the Billboard Music Awards in Las Vegas, Nevada, May 2015.

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Kylie once told us her mom is her style icon — so it makes sense they would pair up on the red carpet, too. Here, Kylie Jenner wears a Cushnie et Ochs top with Alaïa leggins and a Kimora Lee Simmons coat for the premiere of The Gallows in Los Angeles, California, July 2015.

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Kylie Jenner in Shady Zeineldine at the ESPYs in Los Angeles, California, July 2015.

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Jenner steps out with a bleached ‘do and a new pantsuited look, sitting front row at the Prabal Gurung show during New York Fashion Week Spring 2016 in New York, New York, September 2015.

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Wearing Balmain x H&M, Jenner appeared at the launch of the capsule collection in New York, New York, October 2015.

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A regular at the American Music Awards, Jenner went custom for the 2015 edition in Bryan Hearns in Los Angeles, California, November 2015.

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Also a regular at Vera Wang, though perhaps an unexpected one, Jenner went full-on Kylie Minogue during the Fall 2016 season at New York Fashion Week in New York, New York, February 2016.

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Jenner called on Olivier Rousteing to outfit her for last year’s Met Gala, wearing custom Balmain to the Costume Institute gala for Manus x Machina in New York, New York, May 2016.

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Jenner sat front-row at Jonathan Simkhai in a denim ensemble with a skull cap during New York Fashion Week Spring 2017 in New York, New York, September 2016.

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On the heels of her elder sister Kim Kardashian West’s debut as a beauty guru, it’s only rational that young Jenner branch out once more, proving, as always, that she’s the most entrepreneurial-minded of the gang—and perhaps, finally, vanquishing suspicions she’s a Kim K-in-training. Jenner is forging her own path. After all, it was Kardashian who followed Kylie Cosmetics’ lead, first collaborating with Jenner on a capsule collection before launching her own contour kit.

Jenner’s sister Kendall also unveiled her own creative partnership with the jewelry designer Ippolita Friday, kicking off the collaboration by announcing a new campaign shot by both Kendall and photographer Ryan McGinley, starring Kendall herself. As Ippolita recently told me, it’s not inconceivable that her partnership with Kendall move from the photo studio to the design studio in the coming months. But that collaboration has yet to emerge—so, again, Kylie Jenner is forging ahead, setting the standard for her sisters to follow.

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