WATCH IT NOW: KENDALL JENNER FOR ESTEE LAUDER CAMPAIGN VIDEO

It was bound to happen sooner or later. It was either going to be a Victoria Secret contract or a beauty contract, and the latter prevailed. As the new face of beauty giant, Estee Lauder, reality star and ahem, “model” Kendall Jenner stars in the new campaign video showing her sweet and carefree side in between shots of home videos of her as a child.

Don’t get me wrong, the Kardashian’s are my guilty pleasure, as hilarious as they are (all for the wrong reasons) but I have mixed feelings about baby Jenner playing with fashion’s big-wigs. Saying this week that she “worked hard for this”, I can’t help but think of all of those stunning, charismatic models going from casting to casting in the hope that they will one day be as lucrative as the Moss’s, Stone’s and Kerr’s of the world. They’re the ones that really work for what they want.

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