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In 2014, Karl Lagerfeld said he wanted to “bring couture back to reality.”

In 2015, Kendall Jenner walked the runway in Paris for Chanel (again).

Call it “The Secret,” call it a fluke or call it a publicity stunt, but Karl is making good on his promise by putting a literal reality star in his show. Does Kendall look good? Yes. Is she a model? Yes. Should we take her seriously? As seriously as you would take anyone who is doing a job they are paid to do.

Kendall Jenner Chanel 2015

Whether her success is rooted in reality television or her family’s “pedigree” is irrelevant. Fashion is a business and Kendall is a business, and together, they’re the couture equivalent of a corporate merger. Kendall is huge right now, and people are paying attention (for good reasons and bad), so she’s helping Karl as much as Karl is helping her. Sure, Chanel was valued at $7 billion last year, but in order to stay a multi-billion-dollar company, Chanel needs to stay as relevant as Kendall currently is. It’s the nature of an industry that’s fueled by good press, and currently, marketers want that good press from millennials. Who’s one of the most-recognized millennials of today? Simply “Kendall.”

Okay, so it’s hard to believe that Coco Chanel‘s legacy has bowed to the pressures of marketing “best practices,” but the world has changed a lot since Chanel was founded in 1909. And the reality, whether we like it or not, is that “bringing couture back to reality” can mean targeting a generation who boosted “normcore” over quilted Chanel handbags. Legacy wearers won’t wear couture forever. Like trends, they die, and someone needs to step in their place.

Chanel has kept up with the Kardashians, sure, but it’s not the only brand that has. Here are 19 times Kendall has literally walked her way into the zeitgeist: