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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Joining the Dent family in 1985, our microwave had somewhat of a bad start. It arrived, fresh out the box from Comet, in the midst of an argument. My mam had not greenlit the purchase of this cumbersome stainless-steel cube, with a vivid orange door, that Dad and I were loading onto her already packed kitchen worktop. She did not share our enthusiasm for this magical, space-age item we’d seen on BBC’s Tomorrow’s World and knew would take our snacking into the future. She was mainly outraged at the whopping £100 sum I’d cajoled Dad into spending. “I don’t trust it,” said Mam, reeling off a list of concerns, including microwaved innards, catastrophic explosions and partially cooked food giving us rampant salmonella. The truth was a little less exciting: I remember us loading the first maris piper inside, pricked all over with a fork, blasting it on HIGH for seven minutes, hoping for a crisp, fluffy jacket spud, only to find a rock-hard lump with a thin, waxy skin that hissed and spat from the holes. “See? Useless!” said Mam. My dad and I were sheepish. But as the weeks went on, Mam’s attitude to the microwave softened. For a start, it was saving her a fortune on gas as we almost stopped using the hobs for tinned spaghetti, soup, baked beans, tinned custard. Plus, the defrost button meant we now had access to all those mystery items she’d deep-frozen months back. Potato became a thing of joy as we discovered “micro-mash” (real potato, already peeled, mashed and frozen). Mam and Dad worked, so now my brother Dave and I could rush home from school and warm up glamorous microwave meals we’d begged Mam for on the big Friday shop. Macaroni cheese in a plastic tray! Microwave chips in a box! We learned how to heat food thoroughly, stopping halfway to give it a stir, before lazing on the couch, watching Miami Vice with our microwave chicken chow mein, feeling like we were fully living the dream. Nowadays, I try to limit my intake of such shiny-packeted E-number-filled joys; but still, I can’t live without my small, sleek, silver microwave. Life is too short to use a pan for frozen peas or spaghetti hoops; and how would I live without a quick 800W blast to thaw and separate veggie sausages before hurling them in the air fryer, or to defrost frozen mince before whipping up a quick chilli? Some foodie types are snobbish about the microwave; I see it as a loyal friend who has had my back for over 30 years Watt’s on the menu? Make the most of your microwave to conjure up clever meals that save on time and energy use. These ingenious recipes are from Ocadolife. Easy perfect rice with smoked trout and broad beans If you have trouble boiling rice on the hob, you’re going to love this method. It’s super-easy and yields flawless results every time. Here, it’s teamed with a summery combination of pink fish, vibrant herbs and a zingy dressing. Serves: 4 Hands-on time: 15 mins | Total time: 20 mins, plus standing (based on an 800W microwave at full power) Ingredients, available from Ocado: 250g basmati rice, rinsed 500ml hot vegetable stock 300g frozen broad beans Zest and juice of 1 unwaxed lemon, plus extra wedges for squeezing 1 garlic clove, crushed or grated 2 tbsp olive oil handful of flat-leaf parsley, roughly chopped Small bunch of dill, roughly chopped 2 x 100g packs M&S Scottish Loch Trout Flakes Method: 1. Put the rice in a large microwave-safe bowl. Pour the stock over the rice; stir well. Cover (if using microwave-safe wrap, pierce to let the steam escape); sit the bowl on a microwave-safe plate to catch drips and microwave for 12 mins. Remove; leave to stand, covered, for 10 mins. 2. Meanwhile, put the broad beans in another microwave-safe bowl with a few splashes of water, cover with a microwave-safe plate and blast for 2 mins. Remove, tip into a colander and refresh under cold running water until cooled; drain well. 3. Stir the broad beans into the rice, with the lemon zest and juice, garlic, olive oil, most of the herbs and plenty of seasoning. Fold through the trout. Divide between 4 plates and scatter over the remaining herbs. Serve with lemon wedges for squeezing. Per serving: 428cals, 1 veg portion, 10g fat (2g saturated), 22g protein, 59g carbs, 2g sugar, 7g fi bre, 1.7g salt Saucy supper silky aubergine and courgette noodles Microwaving cooks food from the inside out, so you can say goodbye to spongy aubergines and hello to beautifully soft flesh that soaks up the marinade as it cooks. Serves: 4 Hands-on/total time: 20 mins (based on an 800W microwave at full power) Ingredients available from Ocado: 2 aubergines, each cut lengthways into 8 pieces 100g egg noodles 1 large courgette, peeled into ribbons Large handful of coriander, roughly chopped 1 red chilli, sliced 1 tbsp sesame seeds, toasted For the marinade: 4 tbsp soy sauce 3 tbsp rice wine vinegar 1 tbsp sesame oil 2 garlic cloves, crushed or grated 3cm piece ginger, grated 1 tbsp miso paste 1 tsp caster sugar Method: 1. Combine all the marinade ingredients in a large microwave-safe bowl. Add the aubergine; toss to coat. Cover (if using microwave-safe wrap, pierce a couple of times to let the steam escape); microwave for 12 mins, stirring halfway, until cooked through. 2. Meanwhile, put the noodles in a heatproof bowl and cover with boiling water. Leave to stand for 3 mins or until tender. Put the courgette ribbons into a sieve, then drain the noodles over them – the residual heat will soften the courgette slightly. 3. Divide the noodles and courgette between 4 plates. Top with the aubergines, spooning over any remaining sauce. Scatter over the coriander and chilli, sprinkle with the toasted sesame seeds and serve immediately. Cover leftovers and chill for up to 2 days. Reheat in the microwave until piping hot. Per serving: 357cals, 1 veg portion, 5g fat (1g saturated), 13g protein, 60g carbs, 9g sugar, 9g fibre, 3.4g salt, £1.37 per portion Smoky bean chilli with cornbread and crispy bacon With no frying odours or splattered grease, bacon in the microwave is almost too good to be true – especially teamed with this delicious chilli and cheesy cornbread. Serves: 4 Hands-on time: 20 mins | Total time: 30 mins (based on an 800W microwave at full power) Ingredients available from Ocado: Six rashers dry-cured smoked streaky bacon For the cornbread: 2 tbsp unsalted butter, plus extra for spreading (optional) 5 tbsp plain flour 5 tbsp fine cornmeal or polenta 1 tsp baking powder 1 tbsp caster sugar 2 medium eggs, lightly beaten 6 tbsp natural yoghurt 1 green chilli, finely chopped (optional) 50g cheddar, finely grated For the chilli: 150g soffritto mix (we used Cook With M&S Frozen Soffritto Base, defrosted) 1 garlic clove, crushed or grated 2 tsp ground cumin 2 tsp smoked paprika 1 tsp dried oregano 1 tbsp olive oil 2 x 400g tins mixed beans, drained (splash of liquid reserved) 350g passata To serve (optional): Soured cream Handful of coriander, leaves picked 2 salad onions, chopped Method: 1. For the cornbread, put 1tbsp butter into each of 2 large mugs (preferably straight-sided). Microwave for 20 secs or until melted. Carefully swirl the butter around in the mugs so it greases the sides, then tip the excess out into a mixing bowl. Set the mugs aside. 2. Add the remaining cornbread ingredients to the bowl, reserving a little of the grated cheese. Season well, then stir until combined. 3. Divide the mixture equally between the 2 mugs and sprinkle over the remaining cheese. Microwave them separately for 1½-2 mins or until risen and springy. Run a knife around the edge of the cornbread to loosen; turn out onto a wire rack to cool. 4. For the chilli, put the soffritto, garlic, spices, oregano and oil into a large microwave-safe bowl. Cook for 3 mins, stirring halfway. 5. Add the beans (and a splash of liquid), passata and seasoning to the bowl; stir well. Cover (if using microwave-safe wrap, pierce a couple of times to let the steam escape), and cook for 5 mins, stirring halfway. Leave to stand while you cook the bacon. 6. Put 2 sheets of kitchen towel on a microwave-safe plate and lay the bacon in a single layer. Cover with another sheet of kitchen towel. Microwave for 1 min, then check to see if it’s crisp and starting to curl. If not, continue cooking in 20-sec bursts, being careful not to burn it. Break into shards. 7. Uncover the chilli (open it away from you to avoid the steam) and ladle into bowls. Top with a dollop of soured cream, the coriander and salad onions (if using), and the bacon. Serve with the cornbread, buttered if you like, for scooping. Leftover chilli will keep covered and chilled for 3 days. The cornbread is best eaten on the day of cooking. Per serving: 613cals, 2 veg portions, 29g fat (12g saturated), 30g protein, 54g carbs, 10g sugar, 9g fi bre, 2g salt, £1.60 per portion Read More How to shop for and cook Japanese food at home like a pro Forest Side, review: Cumbrian produce elevated to Michelin-starred proportions Showstopping BBQ main dishes for a hot grill summer 7 TikTok food hacks that actually work Saltie Girl in Mayfair will make you happy as a clam – as long as you can afford it Chef Ravinder Bhogal: Vegetables are the secret to saving money

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