What Kendall Jenner’s Bikini Tells You About Behavioural Science

Aliza Rosenfelder
2 min readFeb 14, 2023
Image via Asad Photo Maldives

If there’s someone who can get any item of clothing to look appealing — it’s Kendall Jenner.

Fashion brands know this, Kendall Jenner knows this, and Kris Jenner definitely knows this.

It’s why she can command over $1 million per post.

So, what do you do if you’re a small brand wanting her to model your product in front of a large audience?

You master behavioural science.

This is exactly what Triangl did.

Instead of throwing their budget at an inauthentic paid advertising post, they did something much cleverer.

Knowing that if they sent the bikinis to Kendall directly, they ran the risk that their items could be listed on eBay without her ever having looked at them, they researched who her friends were and sent bikinis to them.

Now I don’t know about you, but I’m much more likely to be enthusiastic about a product my friend group likes rather than one that interrupts me 3 times in 1 YouTube video.

Triangl realised this and they gambled that by using the concept of social proof, Kendall herself would want the products.

The risk paid off and Kendall messaged the brand saying the bikinis were great and could…