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Amazon Taps Kendall and Kylie for Latest Limited-Time Drop

Amazon Fashion is giving trend-obsessed shoppers the chance to clone the Jenner sisters’ Instagram-ready style.

On Monday, Amazon’s influencer-focused offshoot The Drop unveiled an exclusive fashion collection designed in collaboration with Kendall + Kylie, the Jenner sisters’ five-year-old joint apparel brand.

Landing the likes of supermodel Kendall and beauty mogul Kylie marks a giant leap forward for The Drop, which in May of last year bowed its inaugural collection of trend-led clothing created with a niche influencer on the premise of “turning curators into creators.”

Over the summer, The Drop began broadening the approach and appeal of these limited-time releases, which are manufactured only after the 30-hour sales window expires in a bid to whittle down production waste and tap into exclusivity and scarcity—the invaluable social currency of the Instagram era. Its first size-inclusive drop arrived in July, and August brought a curation created with footwear titan Reebok—the first time Amazon tapped a brand, and not a social celebrity, to helm one of these hype-driven ventures.

Now, courting the “Keeping Up With the Kardashians” stars for a line of quarantine-style essentials like tie-dye sweats, ’90s-era metallic tops and retro-inspired denim—riffing on what the sisters have publicly sported throughout the pandemic—might be indicative of The Drop’s rise and clout in the fickle world of fashion.

The Kendall + Kylie x The Drop collection offers affordable fashion that homes in on current trends. Vegan leather shorts, matching denim jackets and jeans, cropped cardigans, pearl-embellished sweatshirts, puff-sleeve tees, bodysuits with peekaboo cutouts and square-toe footwear are all available for under $90, with some styles photographed on plus-size models in addition to Kendall, Kylie and straight-size models. Amazon Fashion also carries the Kendall + Kylie fall collection, priced between $50 and $179.

Perhaps nodding to the times—and especially as coronavirus infections are again on the rise—items in the collection are sold with a complementary face mask.