Why isn’t anyone talking about the killer marketing campaign Kylie Jenner is running?

That Kylie Jenner was a marketing genius, we already knew since she launched her first lipstick collection. The young entrepreneur sold out the entire stock in a matter of minute. And all she did was promote them through her Instagram stories. Auntie didn’t have to spend a single euro on advertising. And yes, her social networks are among the most followed in the world. That helps her sell more than anyone else. But it is also undeniable that she knows how to use them to her advantage as she is doing now in her new big marketing move.

Hours before the Met Gala, Jean Paul Gaultier and Kylie shared on Instagram a video of some poster artists installing a stratospheric poster on a building in which the celebrity appeared next to the lettering Jean Paul Gaultier The French firm has announced that Kylie is the new image of its next campaign, which comes out this Friday.

As she left the hotel to head to the steps of The MET, the youngest of the clan appeared with her daughter Stormi holding her hand, using her as a billboard for the occasion. The little one’s T-shirt read “Jean Paul Gaultier” while her mother appeared in a large baby blue satin tunic with red lining. Where does Karl appear here? Nowhere.

The Kylie Cosmetics star bypassed the MET Gala dress code for her own good. She did it in a red dress with a one shoulder neckline and leg slit, a design by Haider Ackerman for Jean Paul Gaultier that was complemented with the satin cape I mentioned above.

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Kim Kardashian’s little sister’s Jessica Rabbit moment was anything but a tribute to Karl. We, innocently, were thinking it was a slip-up by the billionaire. False! It was just another touchpoint in her marketing strategy. Yes, Kylie has used the world’s most talked about fashion event as a loudspeaker for her work with Jean Paul Gaultier. Genius!

She also attended the afterparty in a design by Haider Ackerman for Jean Paul Gaultier. This one was more reminiscent of Karl Lagerfeld, if only because it was black and white with a blue detail on the back. And in the following days until today the only mention that the billionaire has made in her social media is @jeanpaulgaultier. 

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The businesswoman’s latest move came last night, when she appeared matching her daughter Stormi in looks by Jean Paul Gautier. They were both on their way to an event to present the Jean Paul Gaultier & The Webster collaboration. A good way to make headlines at the expense of how adorable it is that mother and daughter go together. Now we just have to wait until tomorrow to see the results of this campaign. We hope that, with the storm she has caused, it will be a good one.

And you will ask yourself, why didn’t I notice? Well, because the best advertising is the one you swallow without realizing it. And she’s a master at that. That’s why Kylie Jenner is the queen of marketing.