The first time I saw inside Kylie Jenner’s purse closet – yes, you read that right, a closet exclusively for her handbags – I felt a strange mix of emotions. Disbelief, sure. A flicker of envy, maybe. But mostly, I was fascinated. It wasn’t just the sheer volume of Birkins and Kellys, stacked like exotic pastries, it was the blatant, unapologetic display of wealth that felt so…new. Different from the old-money discretion, the studied nonchalance of a generation raised on stealth wealth. This was different. This was branding.
Jenner, for those living under a pop-culture rock, has built a billion-dollar empire largely by showcasing a life of extravagant consumption. Her Instagram feed, followed by millions, is a carefully curated highlight reel of private jets, diamond-encrusted everything, and yes, those infamous closets. Closets so overflowing with designer clothes, shoes, and accessories that they resemble high-end boutiques rather than personal wardrobes.
It’s easy to dismiss it all as vulgar, the excesses of a privileged kid who’s never heard the word “no.” And yes, there’s an element of that. But to write it off entirely as such would be to miss the point. Jenner, love her or hate her, is a master of self-promotion. She understands the power of image, the allure of aspiration in a world increasingly obsessed with status and visibility. Her closets, those shrines to conspicuous consumption, are not just repositories of stuff, they’re strategic tools, meticulously crafted to project an image of success and desirability.
I remember years ago, interviewing a designer – I won’t name names, discretion and all – who told me that true luxury was about having the space to be messy. A closet where clothes could breathe, where imperfections were allowed. Jenner’s world, by contrast, is one of hyper-organized perfection. Every handbag placed just so, every shoe lined up with military precision. It’s a calculated display, designed to project an image of effortless glamour, even if the effort behind it is anything but.
And it works. Jenner’s fans, many of whom are young women, eat it up. They covet her clothes, her bags, her lifestyle. They flock to her makeup line, her skincare brand, her every endorsement, hoping to capture a sliver of that Jenner magic. It’s a brilliant, if somewhat cynical, business model. One that leverages the oldest trick in the book: selling a fantasy.
But here’s the thing. While Jenner’s brand of conspicuous consumption might be new in its brazenness, the underlying message is anything but. For decades, fashion has peddled aspiration, selling us on the idea that happiness, or at least a facsimile of it, can be bought. Jenner has simply taken that concept and amplified it, using the tools of the digital age to create a persona that is both aspirational and attainable, at least in the realm of fantasy.
So, is Kylie Jenner’s closet a monument to excess? Absolutely. Is it a masterclass in branding? Without a doubt. It’s a reflection of our times, a testament to the power of image and the enduring allure of a carefully constructed fantasy. And whether we like it or not, it’s a force to be reckoned with.
Shop the must-have Taylor Swift outfits- https://www.cusuti.com/category/taylor-swift
Comentarios