Trying to Keep Up
by Sydney Sherman
What started as what some might call a “trashy” reality TV show on October 14, 2007 has become one of the biggest empires dominating makeup, social media, and retail lines. The Kardashian/Jenners have come a long way from the background of a certain murder trial and clinging to the sides of popular 2000’s celebrities such as Paris Hilton. With the help of their mom/manager, Kris Jenner, each of the girls have been able to create a brand for themselves widely known around the nation and the world.
In 2006, the three Kardashian girls Khloe, Kourtney, and Kim, opened their first retail store, Dash. This was their first step into the retail world, and they have since come a long way. Khloe Kardashian has recently dropped a clothing line, Good American, which she intends to create clothing for women of all shapes and sizes. “That's what I think Good American is. It's about women of individuality and diversity, but also about being comfortable in yourself,” Khloe says in an interview concerning her new line. The Kardashians have been a key part of the movement away from the attraction of a slim body towards a more curvy and full one. Although they are criticized for their “fake” bodies, lips, and hair, they are also strong advocates for the empowerment of all women, providing sizes and cosmetics that work for not one body, but for all.
The youngest of the bunch, Kylie Jenner, has caused waves in the cosmetics realm with the drop of her famous lip kits and Kylie Cosmetics. Each new product sells out within seconds. Kim has also jumped into the field of cosmetics with her KKW Beauty and KKW X MARIO Beauty line. As much negative criticism as these women may receive, they make millions off their fans everyday. But how do they do it?
Social media is their biggest tool in marketing their products and lifestyle. Today’s young teens and adults don’t pick up magazines anymore; they pick up their phones. The Kardashian/Jenners were quick to get on social media and take over. Everyday, they flood their Instagram Stories with pictures, videos, and overviews of their products. They try to maintain a consistent theme, color scheme, or number of posts each day. Most importantly, they attempt to make their lives appear accessible, relatable, and close to you: the audience. “You can be just like me. You can be my best friend,” is what they are saying to you while you watch their lives through your phone.
Many people criticize the family for having no real talent, however, the family does seem to be at the peak of American society, alongside Beyonce, Rihanna, and other incredibly talented individuals. They must be doing something right. They also have immense power over the trends of young people and have changed the way beauty is viewed. They are not your average apple pie, blonde hair, blue-eyed girls. They are able to open up to an entire new population of people who can look at them and think “I kinda look like that!”
The Kardashian/Jenner family has taken over, and they don’t plan on leaving anytime soon.
Zemler, Emily. "Khloe Kardashian Thanks Jennifer Lopez for Making Her Feel Comfortable With Her Curves." Elle. 19 October 2016. https://www.elle.com/fashion/news/a40122/khloe-kardashian-good-american-denim-interview/.