The launch of a celebrity brand is both mundane and rousing. Though it’s rarely groundbreaking when a public figure announces their new entrepreneurial project, due to the sheer frequency of them, we’re almost pressured to add our opinion regardless. Conversations circulate, complimenting inventiveness and speculating failure – and we, as their around-the-clock audience, are enticed to pick a side because after all, it’s a part of pop culture, a phenomenon which relies on commentary. Most recently, Kylie Jenner, the 26-year-old reality star responsible for her $1bn eponymous beauty company Kylie Cosmetics, declared her next career move in the fashion industry with her own clothing line, Khy. And there’s been a lot of talk. The moniker being motivated by her childhood nickname, Khy presents a line of mod items priced reasonably. To create the clothing line, Kylie partnered with her mom, Kris Jenner, as well as the impressive investor duo Emma and Jens Grede, co-founders of numerous celebrity brands such as Skims, Good American, and Brady. Khy aims to bridge the gap between quality and affordability with versatile pieces priced low, but high enough to forego the assumption of cheap garb. Between a bundle of faux leather outerwear with a subtle air of raunchiness, to nylon basics meant for layering, the fashion muse, along with designers Nan Li and Emilia Pfohl from the Berlin-based brand Namilia, crafted the first drop, surpassing $1m in sales within the first hour on 1 November, per a People report. “For this line the main goal is to bring major fashion pieces, and work with these amazing designers and have it be accessible – having everything in this first drop be under $200 dollars was very important to me,” the innovator told Vogue writer Luke Leitch. In conversation with the Wall Street Journal Magazine for its “Innovator’s Issue” ahead of the line’s debut, Kylie revealed she intends to rotate in a myriad of guest creatives to collaborate with throughout the year, with new drops to come every couple of weeks. However, the overarching concept for each collection will reflect her personal wardrobe and taste – this first, “001”, blending edgy character with biker chic. Her intention is allegedly to provide consumers with options suitable for every mood, which means we shouldn’t expect all pleather moto all the time. For me, the beauty mogul’s new venture drove a discerning fact to the forefront of my mind – luminaries are never going to stop creating namesake brands due to their financial standing and privileged connections, no matter their industry expertise or lack thereof. And this certainly rings true for the Kardashian/Jenners, a family with a growing appetite for commercial businesses. Admittedly, I was frustrated by Kylie’s decision to be an architect of her own label, knowing there’s a torrent of independent designers out there who’ve been working on contemporary projects for years and aren’t as widely recognised. For smaller creators, increasing brand visibility is challenging, while celebrities automatically have a widespread presence. But does that mean we should shame Kylie for utilising the mass following she’s built to advertise her new brand? Can we even compare the work of autonomous creatives to that of public figures? No. Because celebrities will inevitably take advantage of their notoriety, we need to be careful with how we talk about their business ventures, ensuring we aren’t lending fruitless attention to irrelevant points, unnecessarily boasting them or prematurely bashing them. According to Mosha Lundström Halbert, a fashion news writer and founder of “Newsfash,” an innovative media company, just as we can’t put celebrity clothing brands into the same category as renowned fashion houses like Gucci or Balenciaga, we can’t compare them to smaller designers who started their career in school. The industry presents us with a platter of concepts, and they shouldn’t be grouped all-together. “Just because something is fashion, just because a company creates clothing doesn’t mean that it’s a fashion brand,” Halbert told The Independent. “My expectations for brands that celebrities come out with are very different than how I look at a brand by a designer who has either come out of a fashion school or worked in the industry.” “I think we can’t lump everything together just because they’re all creating clothing and accessories. I don’t see this as in competition with other established fashion brands, especially when you look at the price point and how many brands are already on the market,” she continued. “Small designers need to be focusing on their own work and not... worrying about what Kylie Jenner is doing. Like, there is completely different lanes.” The target audience for an independent designer isn’t the same for a celebrity creator. Famed figures, like Kylie, with millions of followers, are hoping the mass of people who show a dedicated intrigue in their personal style, reccomendations, and taste will want to purchase clothing with their name on it. “The most important thing to understand is that celebrity launches stand for ‘launches for the masses’. Whereas, most small designers have their niche audiences that are more community-driven,” Bernard Garby, a popular fashion news TikToker, pointed out. As someone who works on the commercial side of luxury goods, Garby reiterated to The Independent that there are different markets underneath the vast umbrella of fashion. “They are two complete opposite markets with two absolutely different target audiences. Therefore, my advice to smaller brands is to focus less on competition and focus more on growing their communities and developing their loyalty because that is their key to success,” he said. “If you’re a small designer with big commercial dreams, in fact, watch those celebrities and look at how they commercially approach and navigate their launch and get inspired by their work and see if there is anything you can adapt to your own business from their strategy,” Garby added. Whether we should speculate the success or failure of Kylie’s clothing venture, it’s too early, even though the reported sales so far suggest a favourable outcome. But there are a few factors that support both sides – the first being her unique selling point. At 17, Kylie capatilised on her love of makeup, noticing a need for matching lip liners and lipsticks as a frustrated consumer herself. During this time, she was also vocal about feeling insecure concerning the size of her lips, constantly overlining them before she got temporary filler in 2015. Therefore, the decision to outset a makeup brand was motivated by her identity. Her first product – a selection of lip kit duos – catalysed her entire empire. In Garby’s opinion, Kylie’s first company was “organic”. When we look at the streamline of successful businesses born from the Kardashian/Jenner family – Skims, Good American, Poosh – all were built based off an “organic” or intimate selling point. For Kim, making shapewear sexy reflected her longstanding sentiment of being unafraid to wear what you need to, to feel comfortable and confident in your figure. For Khloe, someone who’s spoken candidly about battling body insecurities amid public scrutiny, Good American focuses on size inclusivity, wanting to represent and empower women with a range of different body shapes. And Kourtney, the sister who’s avowed her love for wellness openly, invented Poosh, a “modern guide to living your best life,” according to her. “Looking at the Kardashians, it’s actually really interesting. They’ve tried a lot of businesses that haven’t panned out,” Halbert remarked. Between Dash, the family’s retail chain born in Calabasas which eventually closed in 2018, to “The Kardashian Kard,” a prepaid MasterCard debit card, the ravenous reality bunch weren’t always triumphant in their enterprises. So, if having an intimate devotion or being established in a particular niche has proven to help Kardashian brands prosper in the past, does this mean it won’t be long before Khy goes under? Speaking to Vogue, Kylie pointed to the personal anecdote which drove her to create Khy, ensuring consumers understand this venture isn’t all that arbitrary. Like so many, Kylie was a “Tumblr girl” during her teen years, drafting mood boards to mirror her current obsessions. Dubbed “Kalifornia Klasss,” the adolescent used the platform to realise herself then and the woman she’d become. She was “King Kylie,” and Khy has every bit to do with that persona. “It is really significant. King Kylie for me was less about what I was wearing, and more about how I felt in that era. I just felt confident, free, and I didn’t care what anyone said,” she said. “I think that there’s a lot of power in that and I’m definitely channeling my King Kylie energy this year.” Aside from having a unique selling point, Garby noted how pertinent product quality is, especially inside a competitive market. A celebrity can be a known fashion muse, model, or aspiring designer, but a brand will never truly thrive if the quality of the product is poor. “Establishment can help you drive awareness - but in the end - it comes down to the actual product that they try to sell,” Garby noted. Based on the current selection of faux leather items, made from thermoplastic polyme, which can take up to 500 years to decompose, can emit toxic chemicals once discarded, and have the potential to shed microplastics while being used, per a Nomomente analysis, I personally don’t see how Khy differs from other designs already out there, with the cropped leather jacket and strapless midi dress seemingly familiar to what you see priced similarly at Zara. Nevertheless, Kylie’s not alone, being backed by Emma and Jens Grede, the all-too-competent pair who are already responsible for the continued achievement of other Kardashian brands. Emma, who grew up in London, co-founded Good American with Khloe, and Safely, Kris Jenner’s line of natural cleaning products. Meanwhile, Jens, originally from Sweden, partnered with Kim as a co-founder of Skims, driving the company value up to $4bn in the years since it’s initial launch, according to The New York Times. As of now, details on Khy’s subsequent drop, “002”, remain under wraps as an omnipresence of anticipation looms over an eager audience waiting to see what the brand will offer next. While we can only really judge Khy off of personal style preference, quality, and fit, time will tell whether it’s just another celebrity brand doomed to fail or whether “King Kylie” will irrevocably shape understated luxury and fashion fads to come. The Independent has contacted Kylie’s representatives for comment. Read More Kylie Jenner says she and Travis Scott are doing ‘best job’ they can as co-parents Former Vogue editor Carine Roitfeld says ‘no one’ wanted to dress Kim Kardashian Why does Philadelphia Eagles player AJ Brown wear pink shoes? Former Vogue editor Carine Roitfeld says ‘no one’ wanted to dress Kim Kardashian Why does Philadelphia Eagles player AJ Brown wear pink shoes? Fast fashion retailer ASOS struggles to engage consumers as company losses balloon

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It lingered on, but the deal had been all but sealed for months. Lewis Hamilton was always extending his stay at Mercedes – where he has claimed six of his seven world titles – and George Russell has joined him in parallel. Particulars of salary and contract length, with Hamilton reportedly receiving a £10m increase to £50m a year, show the gargantuan regard in which he is still held. No barren year or two is going to change that. But Hamilton’s contract announcement came with a message. A series of them, in fact. A press release hammered home the same beat. “We have never been hungrier to win”; “we continue to chase our dreams”; “unfinished business.” Words with substance behind them not just for the fans, but for the Mercedes engineers and mechanics at Brackley and Brixworth. Frankly, it may as well have read: “Give me the car to win – and I’ll make it happen.” But it was a sharp prod in the direction of Max Verstappen, his 2021 nemesis and current runaway leader, which really rippled the currents ahead of this weekend’s Italian Grand Prix at Monza, where Verstappen is chasing a record-breaking 10th win on the spin. “In my personal opinion, all my teammates have been stronger than the teammates Max has had,” Hamilton said, less an opinion and more a matter of fact. “Jenson, Fernando, George, Valtteri, Nico. Absolutely. Those guys were very strong and consistent. Max isn’t racing against anyone like that.” It is the sort of needle, a vital statement of intent, which has been missing from Hamilton’s repertoire since that infamous night in Abu Dhabi; the night a record-breaking crown was, in his words, “stolen” from his grasp. Mercedes’ hair-raising fall, coupled with Red Bull’s unrelenting ascendancy, has only exacerbated the sheer anger and exasperation which Hamilton must have experienced behind closed doors and, at times, in real time on team radio. Amid the 2022 season, it all inevitably raised bigger questions about his future. Will he retire? Is the fight still there? Can No 8 still be achieved? Throughout rumours which included a fairytale-esque switch to Ferrari, Hamilton’s response has been unequivocal. Despite the to-ing and fro-ing between representatives regarding his contract, his prophecy unmistakable. Mercedes is the place he wants to be – and he’s here to stay. The hard work for Toto Wolff – whose jadedness in the last 18 months has been obvious – and his team starts now. Wolff’s effective second in command Andrew Shovlin this week emphasised that they are targeting “challenging for a championship next year”. He added: “We’re optimistic we can do that… our entire focus is on making sure we can challenge them next year.” “Them” of course means Red Bull. A team – spearheaded by design guru Adrian Newey – who have maxed (no pun intended) out their potential during this ground-effect regulation era, creating the quickest car on the grid and one made in perfect harmony with their leading driver. A team which has won all 13 races – 16 including sprints – this season. A team which will take some catching. But in Formula One, a sport where every minute detail counts against the clock, a hefty deficit can gradually be eroded. Mercedes bungled their car philosophy last year with their unorthodox “no-sidepod” approach, before bungling once again by persevering with it at the start of this season. Only Monaco in May, race six of 2023, saw a more conventional car out on the tarmac. Yet despite brief flirtations with the top of the standings and Hamilton’s first podium in more than 18 months, their W14 remains some way off Red Bull’s RB19. This time, heading into 2024, there can be no excuses. A shift in the boardroom, with ex-Ferrari chief James Allison reverting to a more hands-on role, swapping with Mike Elliott who shifted back to base, is also an indicator of an evolving approach. For the next few months and the off-season, the priority is next year as opposed to short-term progress this season. Even then, 2024 may come too soon. Red Bull’s superiority – not just over Mercedes, but Ferrari, Aston Martin and McLaren too – is so vast that catching them will be unlikely. 2025, the last year of these current set of rules, may be a more realistic prospect. Building sustainable blocks, though, is paramount. No championships can come about without race-winning consistency first. It may explain why Hamilton, who will now race in Formula One to the eve of his 41st birthday, has once again committed to a two-year deal. The past 18 months have also shown that Russell is closely matched with his compatriot: in-house competition which should only help in the car development phase. But Hamilton has set his stall out. The 38-year-old goes by a fundamental motto: “Still we rise.” For every knockback comes a fresh challenge and opportunity to return better than ever before. Fernando Alonso’s renaissance this year, at 42, shows age is no obstacle either. His quest to be the statistical greatest of all time remains very much alive. But first, before any realistic title aspirations, Mercedes must give him the machinery to challenge. We now all wait to see how soon that could be. Read More Fernando Alonso makes Lewis Hamilton claim: ‘I’d stay with him until he’s 80 years old’ Max Verstappen shrugs off criticism: ‘They cannot appreciate dominance’ Lewis Hamilton signs new Mercedes contract Carlos Sainz fastest in second practice for Italian GP but Lewis Hamilton 17th Max Verstappen fastest in Italian GP first practice as he chases history ‘They cannot appreciate dominance’: Max Verstappen shrugs off criticism

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Lewis Hamilton said there was something wrong with his Mercedes after he qualified only 11th for Sunday’s season finale in Abu Dhabi. As Max Verstappen put his Red Bull on pole position for the final race of his all-conquering campaign – with Charles Leclerc second and Oscar Piastri third – Hamilton was left starting at another poor performance in his underperforming machinery. The seven-time world champion, facing up to a second season without a victory, finished six tenths behind Verstappen and a third-of-a-second back from team-mate George Russell, who qualified fourth. Hamilton’s failure to progress to Q3 – as he gloomily predicted here on Friday night – leaves the fight between Mercedes and Ferrari for second place in the constructors’ championship firmly in the balance. The Silver Arrows head their Italian rivals by just four points ahead of Sunday’s finale in the desert. And Leclerc finished ahead of both Russell and Hamilton to hand Ferrari the initiative. However, Mercedes were handed a minor boost after Carlos Sainz was a surprise eliminee in Q1. A day after he crashed out in practice, Sainz bemoaned traffic for his lowly 16th grid slot. It emerged earlier this week that Hamilton’s father and one-time manager Anthony had enquired about a seat for his son at Red Bull. Hamilton has recorded just one podium in his last six appearances following Mercedes’ tumble down the grid, and he faces an uphill task to salvage a respectable result at the Yas Marina Circuit. “There is something not right with this car, mate,” said the 38-year-old as he headed back to the pits shaking his head. Hamilton is third in the standings, an extraordinary 317 points Verstappen, with the Dutchman starting Sunday’s 58-lap race as the overwhelming favourite to claim a remarkable 19th victory from the 22 rounds this year. Verstappen finished 0.139 seconds ahead of Leclerc, while McLaren’s Lando Norris was a disappointing fifth. The British driver got out of shape on his final lap in the last sector, losing him considerable time. “The whole weekend has been a struggle,” said Verstappen. “But we improved the car for qualifying so I am very happy to be on pole.” Quizzed about Ferrari’s battle against Mercedes, Leclerc said: “I hope it is going to go well. “The target is to beat them, so I hope Carlos get a good start and joins me in the fight. “Let’s look to put both of our cars in front of Mercedes because finishing second in the constructors is all that matters to me.” Elsewhere, Yuki Tsunoda impressed to take sixth spot for AlphaTauri, one place ahead of Aston Martin’s Fernando Alonso. Sergio Perez’s final lap was deleted for exceeding track limits, leaving him in ninth. Read More George Russell fastest as rookies handed chance in first Abu Dhabi practice Class action lawsuit filed over farcical start to Las Vegas Grand Prix Toto Wolff fuelled by ‘personal anger’ to help Lewis Hamilton win eighth title On this day in 2010: Sebastian Vettel becomes youngest ever F1 world champion Lewis Hamilton to start down the order in Abu Dhabi as Max Verstappen claims pole F1 Abu Dhabi Grand Prix LIVE: Qualifying updates and times at Yas Marina

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