Kylie Jenner has entered her soft-girl-happy era and honestly? We’re obsessed.
It started out with an Instagram post, because of course it did. This is Kylie Jenner we’re talking about. Queen of cosmetics, of the internet, of the rebrand (anyone remember King Kylie?!).
On June 13, 2023, Kylie, 26, posted an image of herself in Dôen’s signature prairie dress, dotted with blue flowers, in a field under trees and a blue sky. And, of course, the internet crashed.
The next day, another photo dump. Same dress, this time in an airplane. Scrolling through, there are pictures of gold ballet flats paired with washed out levis, a casual claw clip at her hip. White trainers, a candid, light-hearted laugh.
The day after the above Instagram post, one fan posted to X, formerly known as Twitter: ‘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.’
So it was official: Kylie Jenner had entered a new era. But why?
Well, perhaps a glow-up post-break-up? In January, Kylie split from her partner, , 32, – Stormi, five, and Aire, two. They had been together, in an on-again-off-again relationship, for five years. Finally single, was Kylie simply living her best life?
Or was there someone else on the scene?
In April, Kylie’s car was spotted outside one young heartthrob’s home, a man who seemed miles away from the cosmetic-savvy-Kardashians. was everything Kylie wasn’t: a Hollywood star, an indie icon, who – let’s not forget this detail – speaks French. The general reaction to this mysterious combination was disbelief: surely these two couldn’t really be dating? It felt like the perfect PR move, orchestrated by the Queen of PR herself: Kris Jenner.
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But as Kylie shifted her style, with summer dresses and vintage-inspired photos, with picnics in fields and much less makeup, the rumours spread like wildfire, and people got, well, interested.
A crucial part of the Kardashian Clan folklore is that these women change their aesthetics – or rebrand – for each relationship. , as is (she’s simultaneously living the Dolce Vita and in her rock era, for those not yet acquainted).
Everyone started talking about Kylie’s new style. Grazia ran a piece on how she’s entered her ‘cottage core era’ after her skin-tight sartorial reign. Meanwhile, In Style Australia claimed it wasn’t cottage core but a ‘soft girl’ era. The Daily Mail described her latest Instagram posts – promoting her newest beauty campaign – as a ‘makeunder’, and Vogue described her new era as ‘quiet luxury’ – ‘sophisticated elegance topped off with an air of effortlessness.’
But just this week, something changed: in public together for the first time ever. In a viral video, they can be seen kissing and cuddling in the crowd of Beyoncé’s iconic concert in LA.
Only days later, , wearing matching fits which, of course, screams a Kardashian PR move and maybe – just maybe – a long-term love.
And then, in July, came the news that Kylie had re-connected with ex-best friend Jordyn Woods, 25, who she fell out with in 2019 after Jordyn kissed Khloé’s boyfriend at the time, Tristan Thompson.
Kylie addressed the falling out with her best friend, 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 pair were seen for the first time in public – in a sushi restaurant in Los Angeles. And 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’.
As the rumours continued, so did the Instagram dumps. Kylie posted photographs of making pasta from scratch in Italy, of sitting under the sun on a tartan picnic blanket in a flowing dress, eating petite croissants and sipping on Vignetti Massa. She was pictured grainy and happy on a bench, on a boat, on a plane. In Levis, in pumps, in flowing white shirts with delicate gold jewellery.
Call it what you want: quiet luxury, soft girl, cottage core, makeunder, one thing’s for sure, the youngest Kardashian has entered a new era, and her fans think one person’s behind it: ‘Oh these are so timothee coded,’ read an Instagram comment.
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:
So yes, Kylie has entered a new era. And yes, it looks like Timothée – and Jordyn – might have something to do with it. But the biggest shift of all can perhaps be summed up in one word, which Kylie wrote in Instagram caption: ‘Happy.’
Honestly? We’re so here for it.
