newsMay 12, 2026Lenta.RU

From Lip Gloss to Lingerie: Kylie Jenner's Wet Bikini Campaign and the Art of the Reveal

In a move that blurs the line between cosmetics and clothing, Kylie Jenner has announced her latest lip gloss collection for Kylie Cosmetics by posing in a soaking-wet bikini. The image - a bandeau bra and mid-rise briefs clinging to her frame - is less about selling gloss and more...

From Lip Gloss to Lingerie: Kylie Jenner's Wet Bikini Campaign and the Art of the Reveal

In a move that blurs the line between cosmetics and clothing, Kylie Jenner has announced her latest lip gloss collection for Kylie Cosmetics by posing in a soaking-wet bikini. The image - a bandeau bra and mid-rise briefs clinging to her frame - is less about selling gloss and more about selling a mood. It is a classic celebrity gambit: the body as billboard, the product as afterthought. But for those who study the history of intimate apparel, this tableau echoes a centuries-old tradition of the wet drape, from classical sculpture to 1930s Hollywood swimsuit pinups, where water becomes a tool to emphasize form and fabric.

Jenner also teased a new collection from her fashion label Khy, this time going braless in a micro-mini skirt. The choice to abandon the bra - a garment whose evolution from corset to symbol of liberation we chronicle in our museum's 20th-century wing - speaks to a cultural shift. The bandeau she wore in the earlier shoot traces its lineage to the 1940s "halter" top, a style popularized by wartime rationing of fabric and later reclaimed by surf culture.

Meanwhile, a less glamorous story unfolds: former housekeeper Angélica Vásquez has filed a lawsuit alleging racial discrimination and humiliation during her employment at Jenner's estate. As we celebrate the aesthetics of exposure, it is worth remembering that the history of lingerie - and of fashion itself - is also a history of labor, often unseen and undervalued. In the museum, we display not just the lace and elastic, but the hands that stitched them.

Originally reported by Lenta.RU

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