What’s truly remarkable about the Kardashian family is that they’ve managed to stay premium-famous for so long. Keeping Up With the Kardashians first aired on October 14, 2007, nearly 16 years ago. You may bristle when they are likened to the Kennedys or the House of Windsor, but it’s a valid comparison, at least in terms of their relationship with the press and the public. (And especially when you factor in the behaviors of the lower caste members of those families, most recently R.F.K. Jr.)

I have personally called Peak Kardashian on multiple occasions—I love to be first—but I have always been wrong. They manage, time and again, to engineer situations that demand fresh attention, popping up with news of Balenciaga divorces and Dolce & Gabbana marriages, yes, but also introducing new products on a consistent basis, some uber successful, some not, but always compelling—at least for a minute, until they move onto something else. 

Next up from the great Kardashian elf village: a fashion line fronted by Kylie Jenner, developed by none other than Jens and Emma Grede, the founders of Popular Culture, a holdco that includes Khloé Kardashian-fronted Good American, Kris Jenner-endorsed cleaning products line Safely, and yes, Kim Kardashian’s Skims, the intimates brand that just raised a new round of funding at a $4 billion dollar valuation.