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Why Does Every Model Look Like Kylie Jenner Now?

Call it the UnKylie Valley.

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Photo: Boohoo

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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:

Photo: FashionNova
TV personality Kylie Jenner attends the 2015 American Music Awards at Microsoft Theater on November 22, 2015 in Los Angeles, California. Photo: Mark Davis/Getty Images

Lots of other affordable fast fashion companies also shoot their inventory on “doppelJenners”:

Kylie Jenner attends Harper's Bazaar's celebration of 'ICONS By Carine Roitfeld' presented by Infor, Laura Mercier, and Stella Artois at The Plaza Hotel on September 9, 2016 in New York City. Photo: Jamie McCarthy/Getty Images for Harper's Bazaar
Photo: Meshki
Kylie Jenner attends the 'Rei Kawakubo/Comme des Garcons: Art Of The In-Between' Costume Institute Gala at Metropolitan Museum of Art on May 1, 2017 in New York City. Photo: Jamie McCarthy/FilmMagic
Photo: Boohoo
TV personality Kylie Jenner attends Marie Claire's Image Maker Awards 2017 at Catch LA on January 10, 2017 in West Hollywood, California. Photo: Frazer Harrison/Getty Images

As do slightly pricier contemporary labels:

Photo: House of CB
Model Kylie Jenner attends the 2015 Billboard Music Awards at MGM Grand Garden Arena on May 17, 2015 in Las Vegas, Nevada. Photo: Jason Merritt/Getty Images

Even Forever 21 has a Kylie Jenner lookalike on its site!

Photo: Forever 21
TV personality Kylie Jenner attends Prabal Gurung Spring 2016 during New York Fashion Week: The Shows at The Arc, Skylight at Moynihan Station on September 13, 2015 in New York City. Photo: Astrid Stawiarz/Getty Images for NYFW: The Shows

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.