Kendall Jenner’s Journey

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Kendall Jenner continues to shape the fashion and business industries, expanding her influence across modeling, beauty, and spirits. Evolving from a runway to a global icon, her brand redefines the modern supermodel, blending style with entrepreneurship.

Andrew Bennett

March 31, 2025

4Min Reads

Business

Image courtesy of 818tequila/passionspirits

Kendall Nicole Jenner was born on November 3, 1995, in Los Angeles, California. The daughter of Kris Jenner and Caitlyn Jenner, Kendall grew up in the public eye as part of the Kardashian-Jenner family. Despite the glamour of reality TV, ambitions extended beyond the show, with a strong focus on building a serious modeling career from a young age.

The Early Stages of a Modeling Career

At the age of 14, Kendall signed with Wilhelmina Models in 2009, marking the beginning of a promising career. The first major campaign was for Forever 21, opening doors to more opportunities. Unlike many reality TV stars who struggle to break into high fashion, the goal was to prove legitimacy in the industry. Later, a strategic signing with The Society Management allowed access to top-tier designers and luxury brands.

A breakthrough moment came in 2014 with a walk for Marc Jacobs at New York Fashion Week. This led to appearances on runways for major fashion houses, including Chanel, Givenchy, Balmain, and Versace. By 2015, supermodel status was solidified, earning a spot in the prestigious Victoria’s Secret Fashion Show and becoming a favorite of renowned designers.

Reaching Supermodel Status

Success in modeling came from a combination of runway dominance, magazine covers, and high-profile collaborations. A global ambassador role with Estée Lauder, multiple Vogue covers, and major campaigns with brands such as Calvin Klein, Adidas, and Longchamp helped establish an elite reputation.

The ability to seamlessly adapt to different styles—whether walking in avant-garde haute couture shows or showcasing casual streetwear—made Kendall a highly sought-after model. Unlike many predecessors, social media became a powerful tool in building a personal brand, amassing millions of followers looking for fashion inspiration.

Expanding Into Business Ventures

Kendall x Kylie, a beauty line under Kylie Cosmetics, featuring a collection of lipsticks, eyeshadows, and highlighters inspired by Kendall’s signature look. Work with brands like Alo Yoga has also brought influence into the wellness and athleisure space.

Creative Director of FWRD, a luxury online fashion retailer. This role involves curating collections, highlighting emerging designers, and influencing the brand’s overall aesthetic direction. The position merges modeling expertise with a passion for high fashion and retail.

818 Tequila, launched in 2021. Named after the area code of Kendall’s hometown in Los Angeles, 818 Tequila is a small-batch, handcrafted tequila brand offering three varieties: blanco, reposado, and añejo, catering to a wide range of tequila enthusiasts.

818 Tequila is a small-batch, hand-crafted tequila from Jalisco, Mexico. The name "818" comes from Kendall Jenner's hometown area code in Calabasas, California.

Types of 818 Tequila:

818 Blanco Crystal clear. Fresh and smooth. Tasting notes: Citrus, agave, vanilla. Best for: Cocktails or sipping

818 Reposado Aged for 3 months in oak barrels. Tasting notes: Caramel, cooked agave, light spices. Great balance of smoothness and complexity

818 Añejo Aged for over a year. Richer, deeper flavor. Tasting notes: Vanilla, caramel, oak, orange peel

Eight Reserve by 818 Ultra-premium Añejo Reserve. A blend of one to eight-year-old tequilas. Comes in a unique ceramic decanter shaped like the number 8

Sustainability & Production:

Made using traditional methods in Jalisco.
Uses locally grown Blue Weber agave.
The brand promotes sustainability with recycled packaging and a program to support agave farmers and communities.

Brand Image & Reception:

818 has faced some criticism for celebrity involvement in a traditionally Mexican craft, but it’s also been praised for taste and smoothness.
The brand is positioned as stylish, modern, and eco-conscious, targeting a younger, upscale demographic.

818 Tequila quickly gained popularity, winning 16 awards across six prestigious competitions, including the title of Best Reposado Tequila at the World Tequila Awards. The brand is also recognized for a strong commitment to sustainability. Partnerships with Mexican nonprofit organizations support agave-growing communities. A key initiative involves collaboration with SACRED, a nonprofit that repurposes post-production agave fibers to create adobe bricks. These bricks have been used to build a school library and a tasting room for a family-run distillery, highlighting a dedication to social impact.

Despite some initial controversy surrounding cultural appropriation, 818 Tequila has successfully expanded into international markets, securing distribution in high-end bars and retailers worldwide.

Family Business Connections

As part of the Kardashian-Jenner empire, access to powerful business connections has been an advantage. Kris Jenner, an instrumental figure in managing Kendall’s career, has secured lucrative contracts and guided business decisions. The Kardashian-Jenner family’s vast network has also provided direct access to top-tier designers, beauty executives, and luxury brand partnerships.

Leveraging family influence in the beauty industry has resulted in collaborations with Kim Kardashian’s SKIMS shapewear brand, as well as appearances in promotional campaigns. While maintaining an independent brand identity, strategic alignments with family businesses maximize reach and success.

The Future of Kendall Jenner’s Fashion and Business Empire

Dominating both the modeling and business worlds, Kendall Jenner remains an influential figure in modern fashion. With an ever-expanding empire that includes fashion, beauty, and spirits, the brand continues to redefine what it means to be a supermodel in the digital age.

From a teenage runway hopeful to a global style icon and entrepreneur, Kendall Jenner has proven to be more than just a name—a force in fashion, business, and beyond.