Kylie Jenner for Puma

In the 1990s I used to edit hair and beauty magazines. Back then, two things happened: the dominant hair trend became long and straight, and cover stars moved from being models to celebrities.

“It’s a trend cycle,” I told myself, giving it 10 years to work through and 15 years to completely fade. What a dope! So here we are in 2016 and the latest news is the big reveal for Puma’s first Kylie Jenner campaign that was released via Jenner’s Instagram account.

So, a big sports brand is using one of the most famous faces (and bodies) in the world to sell its sneakers. Oh, and she’s got long, straight hair too.

Unlike Rihanna, Puma’s other big non-sporting female name, Jenner is famous largely for being famous. But does that matter any more. She’s an ‘influencer’ and you could argue that she and her family have turned that fact into a modern day art form.

Just look at the reams of comment around the simple fact that here brother-in-law was wasn’t happy about the Puma deal given that he’s signed to rival Adidas.

So, back to the campaign. Jenner is wearing the new lightweight Fierce sneaker in it (launch date April 1), along with a sports bra and fitted running pants from her forthcoming Puma collab (hey, this is a member of the Kardashian tribe, were you expecting baggy clothes?)

The campaign is part of a $1m deal Jenner signed with Puma and is what promoted Kanye West to tweet: “1000% there will never be a Kylie Puma anything. That’s on my family! 1000% Kylie is on Yeezy team “Puma we gone give you your measly million dollars back!!! Never try to divide the family.”

Sorry, I didn’t have to repeat that rant, I just couldn’t resist.