The next two weeks will see a whole new side of the Kardashian-Jenner clan shared with the public, as the family's five girls; Kourtney, Kim, Khloe, Kendall and Kyle all prepare to launch individual apps. More than a year in the making, and with the recent appointment of journalist, Jen Garcia, at the helm, each app is entirely unique to the five different personalities of the ladies.
Following a prolific career across fashion, beauty, celebrity, news and more at posts that include former deputy news editor at People, Garcia was top choice from the family's side and from Lloyd Braun's Whalerock Industries (who are in charge of the technology). She brings a wealth of knowledge and experience to the development and running these new platforms, which she says have been creatively led by each of the ladies individually. In an exclusive interview with WWD, she shares some of what we can expect to see as the apps roll-out this month:
On Kim Kardashian's app
"Kim is very high-end. It’s about mixing high fashion with being a mom. I think you’re going to see a lot of beauty from her. She’s focusing a lot on tutorials."
On Kendall Jenner's app
"Kendall is a high-fashion model, so the look and feel of her app is very clean and crisp. Nobody knows who the real Kendall Jenner is — they see her walking the catwalk. We don’t know much about who she is and what she likes to do. Her video content is unique, she chose to shoot it herself, unlike the others."
On Kylie Jenner's app
"For Kylie — she’s the one who has the most distinctive personality. She’s really setting herself apart…you’re going to see that with her content. You’re going to see fashion and beauty but you’re going to see them done in a unique way."
On how the family differ from their TV personalities
"Their personalities really are similar to what we see on TV. Kim is just so savvy [about her business], and [if I send an e-mail to her] there’s no lag time. She’s just on it. It makes me as a mom look bad…[laughing]. It’s amazing. Khloé has that business sensibility as well. They’ve learned a lot from past experiences. Khloé is not holding back when it comes to content; it’s important that it’s an authentic reflection of her. With Kylie, I’ve been impressed by the direction. Turning 18, I think she’s exploring. She has some great, amazing ideas…and she’s willing to experiment.
I love Kendall’s efficiency. She’s a globe-trotting model, but when you go into a meeting with her, she’s so sweet. She offers you something — whether it’s scrambled eggs she just made or something from her fridge — and then she just banged out the meeting in 45 minutes.
They all know what they want. From an editor’s perspective, that’s all you can ask for…when the talent knows what they want."