Kylie Jenner has entered her soft-girl phase, and to be honest? We’re completely smitten.
Because, of course, all began with an Instagram post. We’re talking about Kylie Jenner here. Queen of cosmetics, the internet, and rebranding (remember King Kylie?!).
Kylie, 26, uploaded a snapshot of herself in Dôen’s characteristic prairie dress, adorned with blue flowers, in a field among trees and a beautiful sky on June 13, 2023. And, of course, the internet went down.
Another photo dump the next day. Same outfit, but this time on an aeroplane. Scrolling through, there are photos of her wearing gold ballerina flats with washed out Levis and a casual claw clip at her hip. White trainers, a genuine, lighthearted chuckle.
One admirer said on X, now known as Twitter, the day after the above Instagram post: ‘Kylie Jenner in her pastoral era wearing the doen stanza dress in boring bluebell ballad with chanel earrings and enjoying her drama free existence seems about perfect.’
Kylie Jenner has officially entered a new chapter. But why is this so?
kylie jenner in her pastoral era wearing the doen stanza dress in bland bluebell ballad with chanel earrings and living her drama free life sounds about right ୨♡୧ pic.twitter.com/CLcH7CQuV2
— superficialdoll 𓆩ꨄ︎𓆪🎀 (@superficialxoxo) June 14, 2023
IM LOVING THIS NEW ERA OF KYLIE JENNER 😍 pic.twitter.com/Ky513mcHLE
— zzzz (@bbbzbzbzbzbzbja) May 27, 2023
Perhaps a post-breakup glow-up? Kylie split from her 32-year-old boyfriend, Travis Scott, with whom she has two children, Stormi, five, and Aire, two. They’d been in an on-again, off-again romance for five years. Was Kylie merely living her best life now that she was single?
Was there another person on the scene?
In April, Kylie’s automobile was photographed outside the home of a young hunk who appeared to be a million miles away from the cosmetic-savvy Kardashians. Timothée Chalamet, 27, was everything Kylie wasn’t: a Hollywood star, an independent hero, and a fluent French speaker. The widespread reaction to this strange pairing was disbelief: surely these two couldn’t be dating? Kris Jenner, the Queen of Public Relations, crafted the ultimate PR play.
However, when Kylie’s style evolved, with summer clothes and vintage-inspired photographs, picnics in fields and less makeup, the speculations spread like wildfire, and people became, well, curious.
The Kardashians’ aesthetics – or rebranding – for each relationship is an important aspect of their legend. Kim Kardashian‘s style before, during, and after Kanyé West is an excellent example, as is Kourtney’s style before and after Travis (she’s living the Dolce Vita and in her rock phase, for those who are unfamiliar).
Everyone began to remark about Kylie’s new look. Grazia published an article on how she’s transitioned into her ‘cottage core phase’ following her skin-tight sartorial reign. Meanwhile, In Style Australia believed it was a’soft girl’ period rather than cottage core. The Daily Mail called her recent Instagram images advertising her current cosmetics campaign a’mistake,’ while Vogue called her new period ‘silent luxury,’ with’sophisticated elegance capped off with an air of effortlessness.’
But something changed just last week: Kylie Jenner and Timothée came out in public together for the first time. They may be seen kissing and hugging in the throng during Beyoncé’s historic concert in Los Angeles in a viral video.
Only a few days later, at the US Open, they were wearing identical suits, which, of course, screams Kardashian PR move and perhaps – just maybe – a long-term love.
Then, in July, it was revealed that Kylie had reconnected with her ex-best friend Jordyn Woods, 25, with whom she had a falling out in 2019 when Jordyn kissed Khloé’s boyfriend at the time, Tristan Thompson.
Kylie discussed her feud with Kendall Jenner, telling Andy Cohen on a reunion episode of Keeping Up With The Kardashians: ‘It was kind of an overnight thing, and, you know, when she did something to my family, it felt like she did something to me.’
After four years apart, the couple was spotted in public for the first time in a sushi restaurant in Los Angeles. They also collaborated on a TikTok video earlier this month.
Fans were, predictably, excited, with one taking to X, formerly known as Twitter, to say: ‘This Kylie and Jordyn is so delicious to me. Stop falling out with your friends over a man. Especially a man neither one of you share.’
And another: ‘Kylie and Jordyn are back. The world is healing’.
The Instagram dumping increased as the suspicions spread. Kylie shared photos of herself preparing pasta from scratch in Italy, lounging in the sun in a flowing dress on a plaid picnic blanket, munching miniature croissants and drinking Vignetti Massa. She was photographed blurry and content on a bench, a boat, and an aircraft. In Levis, pumps, and flowing white shirts accented with exquisite gold jewellery.
Whatever you want to call it: quiet luxury, soft girl, cottage core, makeunder, one thing is certain: the youngest Kardashian has entered a new period, and her followers believe one person is to blame: ‘Oh these are so timothee coded,’ read an Instagram remark.
Kylie’s fans are – predictably – going wild over the idea that Timothée could be playing quite an important role in the fashion mogul’s rebrand. The Instagram posts are brimming with hopeful comments: ‘In her Timothy era’ and ‘Who’s behind the camera Kylie’ and ‘Timmy get the angles right’ and, perhaps the clearest of them all: ‘The Timothée Chalamet effect.’
On TikTok, too, fans were excited. One creator said: ‘I’m kind of obsessed with Kylie’s new cottagecore era […] and also I don’t know if it’s because Kris Jenner, Momager, is like PR-ing the f*ck out of Timothée and Kylie, which I don’t think anyone actually cares about, that is a PR fail as far as I’m concerned because I don’t even think people believe they’ve been in the same building, let alone that they’re actually dating but the fact that Timothée is also giving this vibe recently I’m just kinda like, well maybe one of them’s behind the camera?
This TikTok is simply entitled: ‘Kylie after being with timothee>>.’
This one, similarly, compares the difference between Kylie with Travis, and Kylie with Timothée and, all we’re saying is… the vibes are definitely vibing:
Kylie has, indeed, entered a new age. And, yeah, Timothée – and Jordyn – appear to have something to do with it. The biggest change, though, can be summed up in one word, which Kylie penned in her Instagram caption: ‘Happy.’
Honestly? We’re so here for it.