When the the Kardashian and Jenner sisters wear denim, the social media world takes note.

Deep Dive

Love them or hate them, when the Kardashian and Jenner sisters post an #OOTD, the social media world takes note. And with a combined 470 million followers on Instagram—and counting—the influence held by Kourtney, Kim, Khloé, Kendall and Kylie bodes especially well for denim brands.

In 2018 alone, the sisters’ Midas touch helped raise the profile of Calvin Klein, J Brand and Good American (Khloé’s “Made in USA” denim label with business partner Emma Grede). “Influence seems like an understatement for the Kardashian/Jenner family with unparalleled social media reach,” said Melissa Moylan, Fashion Snoops VP, creative, womenswear.

The first images from the sisters’ “Our Family #MyCalvins” campaign for Calvin Klein Jeans dropped in January, causing a stir online for both its eerie barnyard vibe and the inconspicuous ways then-pregnant Kylie hid her baby bump. In June, J Brand partnered with Kim’s former assistant, Stephanie Shepard, for a limited-edition jean, which got a seal of approval by Kourtney in a topless Instagram photo.

And ever the savvy business woman, Khloé launched maternity jeans for Good American, timed perfectly with her pregnancy. The size-inclusive brand also recently introduced a size 15 in an effort to bridge a gap between missy size and plus size.

While Moylan says the Calvin Klein family campaign positioned them as “American icons,” the family’s influence is strongest as role models for body acceptance.

“In my opinion, the [Calvin Klein] denim component is not as true to their collective style as the Good American brand that Khloé co-founded, which promotes inclusive, curve-friendly denim that the sisters are so frequently spotted in,” she said.