Standing in the airy kitchen of her Calabasas home, Kim Kardashian West looks like she might be the twentysomething nanny or assistant of Kim Kardashian West. Without her signature chassis of bronzer, highlighter, contouring, and skintight Yeezy garb, the 37-year-old is almost indistinguishable from the handful of staff in the room, even to someone who has absorbed probably 300 GB of her selfies. In a long-sleeve cotton shirt and athletic pants, and with her hair in cornrows (more on that later), she is softer, daintier, in three dimensions than she is in two. I shouldn’t be surprised. If anything is true of Kim, it is her endless talent for optical illusions.

Thank you for coming all the way out here,” she says politely. “I hope there wasn’t too much traffic on a Saturday.” She leads the way to a living room containing a movie screen and a cream linen couch that could comfortably seat 10. In a house full of kids (three now), the sofa is improbably spotless. But what’s more remarkable is how silent the place is. “Everyone says that!” she says, kicking off her black Balenciaga slides and curling up in a corner. “My kids just aren’t that loud. My daughter has a friend over; they’re in the playroom. But they’re outdoorsy. My dog’s even quiet; it’s the craziest thing.” She’s referring, of course, to Sushi, the Pomeranian whose yapping was a story line on last season’s Keeping Up With the Kardashians. The Sushi problem was solved by a session with the Dog Whisperer, Cesar Millan, and they all lived happily ever after.

An employee brings a tray with a glass mug of black tea sweetened with coconut milk. It’s the precise color of Kim’s skin, which is clearly an accident, but that I wonder about it tells you something about Kim’s maestro-like control over her surroundings. Her staff is dressed in head-to-toe black, with no logos or patterns on their clothing. In fact, there doesn’t appear to be any branding whatsoever on the premises. Even the water bottle Kim offers me has its sleeve carefully peeled off. “It’s a label-less house,” she says, gesturing around the room, which is indeed composed of Rothko-esque color fields in beige and greige.

The most obvious explanation for the lack of commercial noise is that her home doubles as a film set. And as is the case in movies and scripted series, reality TV requires the “Greeking”—blacking out or blurring—of logos in order to avoid trademark infringement. Also, if you’re a Kardashian, a clearly marked product in your house (or hand) is as good as an ad. And ads come with a price tag.

But Kim maintains that she’s simply a neat freak. “My life is chaotic, so my home is supersimple. Everything has to be clean. No clutter.” This maxim extends to her digital life as well. “I can’t have a full phone. At the end of the day, I delete everything that’s not a current conversation. If I need some information, then I keep it. If not, it has to be deleted. I can’t see too much noise.” A preference for visual serenity is part of Kim and Kanye’s aesthetic kinship. “If Kanye had a dream project,” she says, “it would be to make a Yeezy product line—like deodorant, every product you could imagine. He would redo them all; he hates how they look.” It’s easy to picture: Yeezy x Walgreens, all monotone items for your medicine cabinet.

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Kim Kardashian West is wearing a grey sweatshirt, her hair pulled back tight to reveal a face that is both younger and slightly more tired looking than its glammed-up version. I’m endeared by how visibly excited she grows when she talks about her Vogue India shoot in LA, “The saris, the jewellery, the clothes—everything was so beautiful!” she says. “I told my show that we have to figure out how to get to India”—and also, I realise, her easy-going ordinariness. Funny, warm and self-effacing, Kardashian is comfortable in her skin and a good listener. Talking to her is as easy as talking to a friend’s sister.

Mira Jacob: You started off as a stylist, and now you have an empire. Did you think your career would unfold this way?
Kim Kardashian West: No, I didn’t actually. I thought I was just going to run my clothing store. I didn’t think [the show] would go beyond season 1 or 2. And then as things were happening, my mom and I were so excited. We didn’t even know what we were starting, but we knew we were in it together. We definitely made so many mistakes. At first, we would be involved in anything. But it helped us work our way up to now, to launching a beauty brand completely by myself, and funding it all.

MJ: A piece of advice you would give to young women entrepreneurs?
KKW: Don’t give your name away. Stand your ground on being an owner in your company.

MJ: This is your 10th year with Keeping Up With The Kardashians. What’s the secret?
KKW: I don’t know. But every time I think, “You guys, we filmed four seasons, what else can we talk about, what else can we do?” something else happens. Khloé comes in and says, “I’m getting married, and in a week.” And there are so many topics that we talk about that are relevant in the world. I mean, there’s so many people that have come to me and said, “You know what? My father transitioned, too.” And I think about that. If we can help one person with what is going on in our lives, that is so worth it.

MJ: Let’s say you could make an Uber Kardashian with the best qualities from your family members. What would you take from each?
KKW: My brother’s sense of humour. Kendall’s sweetness. Khloé’s I-don’tgive-a-f*** attitude. Kourtney’s savviness around finances. Kylie’s ability to just go for it and not care what other people’s opinions are. And my mom’s nurturing.

MJ: And if you could take away a quality from each?
KKW: Maybe… Kourtney’s stubbornness. And Khloé’s getting too sensitive. I would take away Kendall’s anxiety, Kylie’s “I don’t care, I know what I’m doing” thing and probably my brother’s moodiness.

MJ: And your mom?
KKW: Nothing. She’s perfect.


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As Calvin Klein’s Raf Simons continues his focus on all things Americana, it’s only fitting that the label has chosen one of the country’s most discussed families for its latest campaign: The Kardashian-Jenner sisters.

Family is everything,” says Kim Kardashian West, “so when we’re all together doing something special like this, it means so much.” The “something special” she’s talking about is appearing in the global campaigns for Calvin Klein Jeans and Calvin Klein Underwear alongside her four sisters Khloé and Kourtney Kardashian, and Kylie and Kendall Jenner. “We were all in a group text before saying how lucky we are to do this together and that it’s going to be the best day,” adds Kim.

That sense of adventure and togetherness was at the crux of the campaign, shot by Willy Vanderperre, at a secret location in Los Angeles. The images portray the sisters posing together in a barn-like setting, and its focus on family unity is what drew the sisters to the idea. “As sisters, we talk to each other all the time,” adds Kourtney. “We’re definitely a modern family, and Calvin Klein embodies Americana.

The Kardashian-Jenner family are just the latest in Calvin Klein’s new family-oriented jeans and underwear campaigns, which have been rolling out on social media since November. The first was a group of artists including Kelela and Dev Hynes picked by Solange Knowles; the second, the A$AP Mob; and the third were Kaia and Presley Gerber. Every campaign was shot in the same rustic local with Calvin Klein’s patchwork blankets also featured. The multi-month roll out—and A-list stars—is a new tack for the Calvin Klein brand at large, which previously issued just two big seasonal campaigns.

But if we’ve learned anything from Simons’s tenure as the brand’s chief creative officer, it’s that things are changing for the better. In the past year, he’s led a revamp on the Madison Avenue store, turning it into an Instagrammable art installation, and partnered with Amazon Fashion on innovative holiday pop-ups in New York and Los Angeles. The sisters are obviously fans of his direction, too. “Raf had this American vision in a barn with my family,” says Kim, with Kendall adding, “Everything we wore, the ranch where we shot it—it was all iconic.

As for the new collection worn by the Kardashian-Jenners, the pieces harken back to the label’s ’90s heyday. Think Mark Wahlburg and Kate Moss-era minimalism with bras, tanks, boy-shorts, and more intimates in black or white trimmed with the house’s signature logo. Meanwhile, the denim takes cues from its more expensive sister label, 205W39NYC, with band-uniform striping and cowboy details. The collection’s most expensive piece, a tuxedo-stripe jean, tops out at $168.

The sisters all have their favorite pieces from the collections. Kylie cites the bras and underwear as a particular standout. “They are so comfortable, and I’m still obsessed with them today,” she says. Kendall also agrees, citing the brand’s Modern Cotton bralettes as a staple. “I have them in every color,” she says. Kendall first starred in Calvin Klein Underwear’s Spring 2016 campaign alongside Justin Bieber, and was also shot for the Calvin Klein Jeans campaign back in 2015. So what was different for the model pro this time around? “Working together, [which] is rare,” says Kendall. “They make fun of me by saying, ‘Kendall, teach us what to do,’ but when it comes down to it, they all know exactly what they’re doing.

Khloé, who was pregnant while shooting the campaign, hopes the new campaign will ultimately shed light on the family’s authentic dynamic. “The bond we share is infectious,” she says. “Even though we pick on each other like normal siblings, we are each other’s biggest supporters . . . I want people to see unity, loyalty and strength. We’re a mix of everything, and I think family is the ultimate American dream.


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Kim Kardashian is about to turn the fragrance world upside down with the launch of her first direct-to-consumer venture in the category.

On Wednesday, the reality TV star and businesswoman will introduce the very first scents under her KKW Beauty brand, which since its inception in June, has focused on the color cosmetics category. The three eau de parfums, all based on Kardashian’s favorite flower, the gardenia, will be sold exclusively at

Kardashian said she was inspired by healing crystals, which she started to receive as gifts from friends following a robbery in Paris last year (where she was held at gunpoint). Developing the scents — Crystal Gardenia, Crystal Gardenia Citrus and Crystal Gardenia Oud — was about “being calm and healing,” which are the two words she used to describe a newly zen approach taken over the past year. The trio of fragrances, each housed in a slim, geometric frosted glass bottle that resembles a quartz crystal, will come in two sizes: 30 ml. and 75 ml., priced at $35 and $60, respectively.

But Kardashian’s massive Instagram following must act fast. The limited-edition fragrances are first come, first serve, which means once they’re gone, that’s it. Kardashian has no plans of replenishing stock once the collection sells through, she told WWD last week, revealing that there are plans to launch a second trio of scents in February, just in time for Valentine’s Day. These will have an entirely new concept and bottles, but that was all she would say about upcoming fragrances.

And similar to Kardashian’s previous KKW Beauty launches, the social media juggernaut is once again utilizing her strong following to reach a range of consumers.

It’s the first time that a fragrance is really being sold with the model that I’m doing it at. It’s really just using online sales and doing it all digitally,” she said. There is one exception: The range will have a small off-line presence, to start, at Los Angeles-based e-commerce site Violet Grey’s store on Melrose Place.

Like her 20-year-old sister Kylie Jenner, Kardashian is angling to create a multihundred-million-dollar empire. The Kardashian-Jenners’ beauty businesses are going toe-to-toe with industry behemoths like L’Oréal, Coty Inc., Shiseido Co. and The Estée Lauder Cos. Inc., with single-day sales volumes and record sellout times that even the largest of legacy beauty brands can’t command.

Kardashian maintained that production for Crystal Gardenia is in line with her first two launches, meaning that 300,000 bottles will go on sale Wednesday — and will likely all sell out. If one averages price of the two bottle sizes ($47.50) and multiplies that by 300,000, the potential sales volume for her first day in business — or minutes, if they sell as quickly as the KKW by Kylie Cosmetics sets — is $14.3 million.

Though Kardashian has forayed into the fragrance world before through a licensing deal with Lighthouse Beauty, this time, the operation is wholly owned by the 37-year-old, who oversees every aspect of the process, from inception to final packaging.

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In Woman Made, VIOLET GREY profiles female beauty entrepreneurs who are considered industry game changers for their individual approach to business. Each one entered the conversation in her own manner and maintained a steady, if not unparalleled, trajectory with her indomitable spirit. Here, we talk to the world-famous founder of KKW Fragrance about her most personal launch to-date.

Every time my Dad would travel, he’d bring me and Kourtney back a perfume,” says Kim Kardashian West, recalling how, like many women, her love of fragrance started young. “Benetton made this perfume called Tribu, and it’s all me and my friends wanted. We were so obsessed with Tribu, and the bottle is so ugly—it’s yellow, and red, and it’s not even cute! But I still have the bottle he gave me.

Of course, the young Kardashian West soon graduated to other scents beloved by teenage girls the world over; she name checks Thierry Mugler’s Angel and Dior’s J’adore as perfumes she’d lust over. Unlike other beauty-obsessed teens, however, Kardashian West went on to release six scents of her own (alongside the makeup line, the magazine appearances, the TV show, and being the most famous woman in the world). It’s the occasion of the launch of her seventh, KKW Fragrance’s Crystal Gardenia, which brings her to VIOLET GREY.

Gardenia has always been my favorite fragrance,” she says while having her newly bleached hair coiffed on set in Los Angeles. “Gardenias are my happy place. When I smell them, it brings me back to memories of being eight years old in Hawaii,” she elaborates. In a way, it’s actually sort of a subversive choice to focus on such classic bloom when you’re known for changing your look every couple of weeks. “I have seven fragrances, and my first one was heavily gardenia. And that’s my favorite scent out of the seven. I’m still working with the perfume house that did my other seven, Givaudan, and I love them, but this is a really independent project for me, and I wanted to start out with what I love best.

As we know, a huge amount of work goes into making a fragrance, from the scent itself, to the design of the bottle, to the campaign that accompanies it. And, of course, Kardashian West herself was at the head of all these decisions. “But I do trust the perfume house, because they are the experts,” she laughs. “The meetings are fascinating, because you go in and have lists of everything you love, everything that evokes a memory.” On top of the gardenia, she added jasmine and tuberose. They come together in a kind of feminine maelstrom that’s redolent of the Hollywood Hills at night. The bottle too, speaks of Los Angeles. “My bottle looked like a crystal—it was all about healing. I feel like when I started to make the fragrance a year ago, it all just really clicked in my head. People would come over and give me these healing crystals, and I wanted a perfume I could hold in my hand like a healing crystal, that gives off good vibes and good energy.” She smiles. “And that’s what I thought I’d find in gardenia.

Kim admits that she loves “really strong scents—like you walk in the room and you know that someone has something delicious on.” She loves Jo Malone’s Red Roses, as well as the aforementioned Dior J’Adore. “I’ve had that since forever. It reminds me of being in Las Vegas, and buying it—I was like, I have to have this,” she deadpans. “I didn’t have any money then, and I was working at this store, and I remember using my paycheck to get that J’adore Dior. That was luxury. I thought it was amazing.

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