They are often ridiculed for doing nothing other than swanning around on their reality TV show.
But it seems Kendall Jenner, 16, is determined to break-free and carve out a real career for herself.
The brunette beauty has posed in a striking photoshoot for Genlux magazine, emerging from her half-sister's shadows while trying to make her mark as a serious fashionista.
Kendall, who signed to the Wilhelmina agency two years ago at the tender age of 14, is the eldest daughter of Kris Jenner and former decathlon Olympian Bruce.
While sister Kylie, 15, also tries to put her stamp on the fashion world - walking for Avril Lavigne last night at New York Fashion Week - it is Kendall who has been blessed with the model 5ft 11in frame.
In the sophisticated spread for the luxury beauty and fashion magazine, Kendall is introduced as a cut above the rest with the slogan: 'My name is Kendall. Kendall Jenner. I am NOT a Kardashian.'
According to the publication's creative director Stephen Kamifuji, the line was intended to create a separation between 'Kendall the model' and 'Kendall the reality show celebrity'.
He said: 'The concept behind the headline is simple. Kendall is a lovely model with a great future.
'We were excited to feature her on our cover and in this eight-page fashion feature based solely on her beauty and stature – but also wanted to keep some distance from the reality television show.'
He added: 'We feel the truthful statement achieves this.'
She posed in a variety of outfits, all exceeding high street prices and edging towards haute couture.
In one image, she is seen navel-gazing in a Wes Gordon gold velvet top that retails for $1650, along with a slip skirt that is in the $500 region despite consisting of very little material.
In another snapshot, she wears a Bowie black lace overlay gown with a satin sash that not every teenager will be able to hang in their wardrobe at a hefty $3000.
Dressed in a $500 Leila Shams bronze and gold metallic number, the magazine have seen fit to duplicate Kendall with a mirror image as she fits the ideal cookie cutter clotheshorse mould so perfectly they couldn't resist using it twice.
Meanwhile, Kendall has been storming the catwalk in the Big Apple over the weekend.
She strut her stuff in an array of princess prom dresses, alongside Kylie, for Sherri Hill.
And the rising star revealed on Twitter she has another show lined up: 'Can't wait to walk in the @JustDanceGame fashion show by @tumblerandtipsy at #NYFW!'
Here are the photos from the magazine spread: