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Times may be tough for retail these days — but somehow, some way, Kylie Jenner has managed to succeed at selling stuff. Lots of stuff. Her namesake cosmetics company has continued to flourish (to the point where older half-sister Kim Kardashian has clearly tried to duplicate her business model), her pop-up shops are a smash hit, and she’s even boosting sales over at Puma as a celebrity face of the athletic brand.
Which might offer an explanation for the fact that multiple major e-commerce site — specifically ones targeting teen-to-twentysomething American and/or UK shoppers with inexpensive, trend-driven wares — feature at least one model who bears a striking resemblance to Jenner. Don’t believe me? Let’s start with Instagram-focused brand Fashion Nova:
Lots of other affordable fast fashion companies also shoot their inventory on “doppelJenners”:
As do slightly pricier contemporary labels:
Even Forever 21 has a Kylie Jenner lookalike on its site!
Jenner's repeatedly been accused of cultural appropriation and stealing her look from women of color to financial benefit; now, retailers are doing the same.
Plus, Jenner herself has worn every single one of the above brands at one point or another. Ky-incidence? Ky-nspiracy? I’ll let you be the judge. Either way, you can’t blame fashion brands for wanting to break off a piece of the famous teenager’s selling power. And this odd retail trend simply offers further evidence that we are all living in a simulation of Kris Jenner’s creation.