Kendall Jenner Secretly Rebranded Herself During NYFW. Did You Notice?
Kendall Jenner has stepped out in what are easily some of the most influential street-style looks over the past few years. She brought back the bomber jacket, reignited the popularity of a classic ribbed tank top and has never missed an opportunity to wear a fitted pair of jeans. Overall, her street style has consistently featured elevated basics—many of which have come to define the It Girl wardrobe. However, this past week, Kendall Jenner’s New York Fashion Week street style has taken a turn in a new, more mature, direction. Based on her outfit choices for fashion shows, appearances and the moments between, it’s safe to say that Ms. Jenner is slowly debuting her personal rebrand.
Jenner’s fashion week wardrobe has showcased a surprising level of sophistication—with simple long dresses and skirts, her looks have leaned closer to the direction of Anna Wintour’s wardrobe than that of the Kardashian crew, a move that I believe to be completely intentional. In order to understand Jenner’s wardrobe rebrand, we must look to Kendall Jenner’s surrounding circumstances. Fashion is always, after all, a reflection of emotion and environment.
For starters, Kendall Jenner has always tried to maintain some distance as far as personal branding goes between herself and the rest of her famous family. While Kim Kardashian and Kylie Jenner and playing into body-con Balenciaga and Barbiecore, Kendall Jenner is leaning into looser silhouettes and soft knits. Throughout fashion week, Jenner wore designers like Khaite, Proenza Schouler, Loewe and Bottega Venetta. These brands are known for their quiet luxury—there aren’t showy logos, just high-quality garments (and an even higher price tag).
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