Why Kendall's Fendi campaign should come as no surprise

Less than a week after Kendall Jenner was announced as the new face of Calvin Klein underwear, the queen of the Dazed 100 has landed another major campaign. This time for it’s for Fendi, with the campaign coming in the wake of brand's haute fourrure show – the first in the its 90-year history. Shot by Karl Lagerfeld, it pays homage to Swiss artist Sophie Taeuber-Arp whose work inspired the brand’s AW15 collection.

“Her works are so modern and graphic,” Lagerfeld explained. “Exactly as Fendi is about for next Fall: very luxurious, but at the same time highly contemporary and very clear.” Modelling clothes from its ready-to-wear collection, Jenner poses on and around life-size representations of Taeuber-Arp's sculptures – puppets which were created back in 1918. 

While social media trolls are taking to the comments section on Jenner’s Instagram to express horror that the teen reality star is forging a legitimate modelling career for herself, this campaign should come as little surprise. By now, Jenner is a Chanel runway veteran, having modelled for the brand for several seasons. She appeared in the SS15 campaign for Lagerfeld’s eponymous brand and last week cemented her status as the designer's muse du jour by closing Chanel’s AW15 haute couture show.