However you feel about the Kardashians, their uncanny savviness when it comes to self-marketing and self-promotion is something to be marvelled at – except when it comes to high fashion, a world they still struggle to be taken seriously in (remember how hard Kim fought for her Vogue cover and all of the backlash that ensued afterwards?).
Until 18-year-old Kendall Jenner came along. With her endless legs and doe eyes, she's certainly genetically blessed with supermodel looks. But her stratospheric rise in fashion over the past several months in spite of her Kardashianness (or is it because of it?) is something to take note of.
Jenner walked in the A/W 2014 shows for Marc Jacobs, Giles, Givenchy and Chanel (as well as Chanel Haute Couture). She recently bagged the July cover of Katie Grand's Love magazine, is one of the faces of autumn's Givenchy campaign and has appeared in features for W magazine, French Vogue and Vogue.com, photographed by legendary lensmen like Patrick Demarchelier and David Sims.
She's also rumoured to be appearing in in an upcoming issue of the bible of all fashion tomes, American Vogue.
Grand has become one of Jenner's greatest champions, not only praising the model's "extremely pretty" face, "great figure" and "elegant limbs" but also her hard-working ethos and dedication to modelling. (Jenner proved she was game for anything when she was picked for the Marc Jacobs show, which saw her strutting onto the catwalk with bleached eyebrows, a short bob wig and a sheer top.)
In her cover story for Love magazine, Kendall opened up about how her family name has been more of a hindrance than a help to her career, and how she always banned Kim and her sisters from coming to her shows to avoid the media circus.
"People think that this [success] just came to me. But it didn't," she said in her interview. "What I have has almost worked against me. I had to work even harder to get where I wanted because people didn't take me seriously as a model because of the TV show.
"I went on castings and some people weren't feeling me because of my name. But it was great when people didn't recognise me. I was like, 'Thank you. Please don't recognise me.'"
According to Grand, one of the reasons Kendall's star is shining so brightly now is precisely because of how seriously she's approached her modelling career.
"She's unique in wanting to turn her back on her celebrity when it comes to modelling. She's with a smaller, very respected agency called Society, who work specifically with high-end designers, photographers and stylists.
"It would have been easy for Kendall to go with a bigger agency and gone down a celebrity route but she wants to be taken seriously as a model just like the rest of them," Grand told GraziaDaily.
Kendall's fashion-forward style is getting her noticed off the catwalk too.
A few high-profile recent moments? The revealing, pelvic-bone flashing Fausto Puglisi dress she wore to the MuchMusic Video Awards in Toronto in June which proved she can do risqué like the best of them.
And let's not forget the strapless cream Topshop gown she wore to the Met Gala this year, which prompted the rumour mill to go into overdrive with reports that she'll be the next face of the high street chain.
Of course, although Kendall and Kim have echoed one another in telling Love magazine that Kendall is more than just her "celebrity" label, having a famous family couldn't have hurt when it came to getting noticed in the first place.
After all, there are plenty of beautiful girls with doe eyes, long legs and a strong work ethos still waiting tables in L.A. whose sisters aren't getting married in custom Riccardo Tisci for Givenchy dresses...
The world of high-fashion is one of the least-democratic of them all, especially when it comes to homogeneity of appearance. Yet fashion loves nothing more than a good story and an exciting new face, whether the "next big thing" is a model's offspring or relative (like Kate Moss' sister Lottie), or someone who breaks down barriers and subverts the expected, like Andreja Pejic.
Or the Kardashian who is turning out to be more than just another member of a famous reality klan: Kendall Jenner.
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