Down a dark hallway, wearing nothing but a leather two-piece and handcuffs, Kylie Jenner strutted into the past.
The clip, posted on her Instagram, teased the comeback of the “King Kylie” era, a time in the mid-2010s when the reality TV star, model and businesswoman (more on that later) dominated Snapchat and cemented her place in the beauty industry with Kylie Cosmetics.
With a fierce brow, overlined lips and that signature teal hair, it was the coolest Jenner had ever been, thanks partially to some street cred lent to her by then-boyfriend Tyga. But the whole rapper-baby-momma aesthetic was lost on those who were keen to the Kardashian-Jenners as habitual cultural appropriators. I mean, Jenner’s Snapchat username was “kylizzlemynizzl.”
Jenner isn’t capitalizing on nostalgia for no reason; fans have been reminiscing on this era since 2022. It’s all part of the marketing for the Kylie Cosmetics relaunch.
To keep up with the Kardashians is to watch in awe or annoyance or something in between as they hawk one product after another at us, thanks mostly to the business acumen of matriarch Kris Jenner.
