Kylie Jenner planning ‘quiet lux’ brand to upend fashion — and challenge Kim

The two most well-known sisters in the world are competing in a fashion showdown.

According to sources who spoke with Page Six, Kylie Jenner will compete with Kim and Khloé Kardashian and introduce a new line of clothing.

The 26-year-old billionaire has joined up with Jens and Emma Grede, the husband-and-wife design team behind Khloé's Good American denim line and Kim's wildly popular Skims.

One source told us, “Each girl has her own vision.” “They motivate and energise one another. Despite the fact that they are all so unique and autonomous, they share a lot of wisdom.

Jenner sold 51% of her cosmetics and skin care company, Kylie Cosmetics, to Coty at the end of 2019 for $600 million, valuing the business at $1.2 billion.

Meanwhile, Kim's Skims, the shapewear and lingerie brand, was valued at a staggering $4 billion last month — and she's also in talks with Coty to buy back the minority stake she sold in her beauty firm, SKKN.

Jenner was barely in her teens when she and her older sister, model Kendall Jenner, released their own line, Kendall + Kylie back in 2012, in collaboration with the retailer PacSun. 

We're told that the license deal ended earlier this year.

“Kylie has always been in fashion, and she's stepping up her game,” said a fashion insider: “She's always had a very clear vision.”

In fact, Jenner is replacing Kim as the family's fashion icon after recently modeling for renowned French fashion designer Jean Paul Gaultier's summer campaign.

She also serves as the new face of Dolce & Gabbana handbags and eyewear, and Page Six has been informed that she will be featured in another fashion ad this fall.

She made a statement during Paris Fashion Week in September by attending the Loewe Show in a pair of white briefs and a tank top, channeling her inner Julia Fox.

She then showed up at the presentation for the couture house dressed in a super-plunging Schiaparelli gown.

At the Business of Fashion event, she later flaunted a seductive sheer lace catsuit.

In January, the star — whose fortune has allowed her to splash out on a private jet, lavish homes including a $36million California mansion, Birkin bags, and sports cars — hit the headlines when she donned an eerily lifelike lion headdress at the Schiaparelli show, again in Paris.

She's gotten a ton of validation around what she's wearing and who she's partnering with,” said the source.

Meanwhile, Kim has been honest about how her style was affected by her very public divorce from Kanye West, saying last year: “I definitely see what I like, but I've never really been the visionary.

“Kanye would come in and be like, ‘You should do your hair like this. You should do your makeup like this.' That's his love language, it's clothes,” she said. “I'm trying to figure out, who am I in the fashion world, or who am I by myself?”

Bethan Holt, fashion news and features director at the UK Telegraph told us that although the Kardashian-Jenner klan still remains “divisive” in the fashion industry, their impact “can't really be overstated”.

“I think certain labels take them very seriously and recognize their power like Marc Jacobs choosing Kim for his latest ad campaign — even if it feels like there's a slightly ironic tone to that,” she said.

“It feels only natural that Kylie would choose to further monetize her status with her own fashion brand after it worked so well with her beauty line.”