Inside Kylie Jenner, Kim Kardashian’s big fashion face-off

It’s a fashion face-off between the most famous sisters in the world.

Kylie Jenner will go up against Kim and Khloé Kardashian and launch a new fashion range, sources confirm to Page Six.

The 26-year-old billionaire has signed on with Jens and Emma Grede, the husband-and-wife fashion team behind Kim’s hugely successful Skims and Khloé’s Good American brand.

“All the girls each have their own vision,” one source told us. “They inspire and whip each other up. They’re all so different and independent, but they give each other a ton of advice.”

At the end of 2019, Jenner sold 51% of her cosmetics and skincare brand, Kylie Cosmetics, to Coty for $600 million, a price tag that valued the company at $1.2 billion.

Meanwhile, Kim’s Skims, the shapewear and lingerie brand, was valued at a staggering $4 billion last month — and she’s also in talks with Coty to buy back the minority stake she sold in her beauty firm, Skkn.

Kim Kardashian, Kylie Jenner in gowns at Vanity Fair Oscars Party in 2020.
Kim Kardashian and youngest sister, Kylie Jenner, wowed at the Vanity Fair Oscar Party in February 2020.

Jenner was barely in her teens when she and her older sister, model Kendall Jenner, released their own line, Kendall + Kylie, in 2012 in collaboration with the retailer PacSun.

We’re told that the license deal ended earlier this year.

“Kylie has always been in fashion, and she’s stepping up her game,” said a fashion insider. “She’s always had a very clear vision.”

Paris Hilton, Kris Jenner, Emma Grede, Rachel Zoe, Jen Atkin at a fashion event.
From left: Paris Hilton, Kris Jenner, Emma Grede, stylist Rachel Zoe and Jen Atkin at Zoe’s Fall 2018 fashion presentation in West Hollywood.

Indeed, Jenner — who recently modeled for Jean Paul Gaultier’s summer campaign — is taking on Kim as the style icon in the family.

She is also the new face of Dolce & Gabbana eyewear and handbags, and Page Six is told she has another fashion campaign coming this fall.

She stunned at Paris Fashion Week last September, channeling her inner Julia Fox by wearing a white tank and briefs with sheer tights to the Loewe show.

Next, she turned up in a super-plunging Schiaparelli gown at the couture house’s presentation.

She then showed off in a sexy sheer lace catsuit by Mugler at the Business of Fashion gala.

In January, the star — whose fortune has allowed her to splash out on a private jet, lavish homes including a $36 million California mansion, Birkin bags and sports cars — hit the headlines when she donned a look featuring an eerily lifelike lion head at the Schiaparelli show, again in Paris.

Kim Kardashian, Kendall Jenner, Kylie Jenner in white underwear.
Kim Kardashian’s shapewear line, Skims, got a boost with the help of sisters Kylie (left) and Kendall (middle).
The Grosby Group / BACKGRID

“She’s gotten a ton of validation around what she’s wearing and who she’s partnering with,” said the source.

Meanwhile, Kim has been honest about how her style was affected by her very public divorce from Kanye West, saying last year: “I definitely see what I like, but I’ve never really been the visionary.

“Kanye would come in and be like, ‘You should do your hair like this. You should do your makeup like this.’ That’s his love language, it’s clothes,” she said. “I’m trying to figure out, who am I in the fashion world, or who am I by myself?”

Kim Kardashian crouching in flesh colored Skims underwear.
Kim Kardashian’s Skims line has been valued at $4 billion.

Bethan Holt, fashion news and features director at the UK Telegraph, told us that although the Kardashian-Jenner clan still remains “divisive” in the fashion industry, their impact “can’t really be overstated.”

“I think certain labels take them very seriously and recognize their power, like Marc Jacobs choosing Kim for his latest ad campaign — even if it feels like there’s a slightly ironic tone to that,” she said.

“It feels only natural that Kylie would choose to further monetize her status with her own fashion brand after it worked so well with her beauty line.”

Kylie Jenner picking up her makeup in a store.
At the end of 2019, Jenner sold 51% of her cosmetics and skincare brand, Kylie Cosmetics, to Coty for $600 million, a price tag that valued the company at $1.2 billion.
Getty Images for Ulta Beauty

Kylie Jenner's Beverly Hills mansion from above.
This is the $13.45 Beverly Hills mansion Jenner bought with ex-love Travis Scott. It’s now on the market.
Clint Brewer / BACKGRID

Exterior of Kylie Jenner Holmby Hills mansion.
Jenner also splashed out on a brand-new $36.5 million mansion in the Holmby Hills neighborhood of Los Angeles.
The Grosby Group / BACKGRID

Holt said that it can pay to have your own label instead of boosting another brand’s reputation, adding that the success of Skims shows that the shapewear’s reach has now gone “far beyond the Kim superfans.”

“They’re really filling a gap in the market,” she said, adding that when it comes to Kylie’s new venture, “Anything which challenges the wasteful and polluting Shein business model can only be a good thing.”

Jenner, who has two young children — 5-year-old daughter Stormi and 1-year-old son Aire — with ex-boyfriend Travis Scott, has gone through an image overhaul.

Kylie Jenner sitting on a private jet with young daughter Stormi Scott.
Jenner — seen with her daughter Stormi — also has her own jet.
kyliejenner/ Instagram

Kylie Jenner sitting in her pink Rolls Royce.
Jenner is also a fan of sports cars and has a $6 million car collection, including a $300,000 all-pink Rolls-Royce.
kyliejenner/ Instagram

She’s currently linked to actor Timothée Chalamet and, this past July, admitted to having a boob job before she had Stormi that she regretted.

“I had beautiful breasts, like natural t–s. Just gorgeous. Perfect size, perfect everything,” she said. “I just wish obviously I never got them done, to begin with.”

She also spoke out this year about suffering from postpartum depression that she thought “would never pass” with both her children.

Designer handbags on a shelf.
Jenner owns a designer bag collection featuring hundreds of thousands of dollars’ worth of Hermès Birkin bags.
kyliejenner/ Instagram

Her candidness has come as a welcome surprise and should be good for business, said an insider. “I don’t think anyone expected her to be that open about it, but it’s so important that she did.”

The news that Jenner is now partnering with the Gredes was first reported by Puck’s influential fashion writer, Lauren Sherman.

And, despite rumors that the star’s line will offer “fast fashion,” industry insiders were keen to say it won’t be cheap — and absolutely nothing like China-based e-commerce giant Shein.

Emma Grede and Jens Grede.
Emma and Jens Grede are the masterminds behind the Kardashian-Jenner fashion brands.
Owen Kolasinski/BFA/Shutterstock

Instead, Jenner may turn to a range that skews toward “quiet lux,” fashion’s new go-to byword.

“They need to distance their brands from unsustainable and unethical practices, [and not] produce clothes in such volume that if they don’t sell them all they get stuck in landfills,” said one well-placed fashion expert.

“Quite rightly, they don’t want to be tarred with that fast fashion brush, no one does — except ‘Love Island’ contestants, who will take whatever deal they can get!”

Kylie Jenner in a Jean Paul Gaultier ad.
Jenner recently modeled for Jean Paul Gaultier.

Skims’ and Good American’s relatively high prices reflect some commitment to quality and sustainability.

The former’s bras are around $50, while the latter’s jeans mostly hover between $100 and $200.

The Gredes have impeccable fashion credentials.

Swedish Jens co-founded denim brand Frame with Erik Torstensson.

He met Londoner Emma when she worked at his former marketing firm, Saturday Group.

Emma kept bumping into the Kardashian crew at fashion week and instead of being snobby about them — like many other fashion insiders — saw their huge potential.

Kylie Jenner in a reveal red dress.
Jenner showed off her curves while out at Paris Fashion Week last September. Sources say she has a very clear vision of what she wants to achieve in fashion.

Kylie Jenner in a Dolce & Gabana ad.
Jenner is the new face of the Dolce & Gabbana handbag collection — as well as its eyeglasses.

She pitched Good American first to momager Kris Jenner before taking the idea to Khloé.

The two co-founded the size-inclusive Good American in 2016.

Last year, it was slated to bring in $200 million.

Sherman reported that Gredes’ team at their company, Popular Culture, has begun interviewing candidates for certain positions without telling them anything about the project. 

Kris Jenner
Millionaire “momager” Kris Jenner launched her own eco-friendly cleaning range, Safely, with Emma and Jens Grede.

The duo — who have made such a fortune they now own former retail mogul Max Azria’s Bel Air estate — have their hands full, as they are currently running Skims on a day-to-day basis.

The plan is to open multiple Skims stores next year; the brand is currently online-only, although there was a summer pop-up at Rockefeller Center in NYC.

The Gredes are also both co-founders of Safely, the cleaning products line that Emma fronts alongside Kris Jenner, which made $10 million last year and recently launched at Target alongside grocery chain Kroger.

“You can’t just do a celebrity brand — I find that completely uninteresting,” Emma told Business of Fashion last year. “For me it’s about, first and foremost, trying to solve a problem.”

Kris Jenner, Khloe Kardashian, Kendall Jenner, Kourtney Kardashian, Kim Kardashian, Caitlin Jenner, Kylie Jenner and North West attend Kanye West Yeezy Season 3 at Madison Square Garden in NYC in February 2016.
The billion-dollar Kardashian-Jenner family has made a fortune from its brands.
Getty Images for Yeezy Season 3

Yet, for all of the crew’s lucrative entrepreneurial ventures, a family insider insisted, “The girls are not competitive. They’re so supportive of each other.”

And, Jenner, ever the momager, has a “more is more” philosophy when it comes to business dealings.

“Working with my kids on their brands is such a blessing,” she said.