Is Caitlyn Jenner proof that the Kardashian media machine is finally doing good?

Today we finally met Caitlyn Jenner, the woman Bruce Jenner has always been. Epitomizing Old Hollywood glamour in a vintage bodysuit on the cover of Vanity Fair and photographed by Annie Leibovitz in Malibu, Caitlyn spoke to writer Buzz Bissinger as candidly as she did to Diane Sawyer back in April.

“If I was lying on my deathbed and I had kept this secret and never ever did anything about it, I would be lying there saying, ‘You just blew your entire life,’” she shared.

So understandably, this cover is huge. But not just because it’s given Caitlyn the platform she deserves, it also proves the Kardashian-Jenner media machine can be used for good.

Hot on the heels of Kimye’s baby announcement, our social media feeds have been peak Kardashian for nearly 24 hours. But while we can roll our eyes at reality shows (not that you would, I hope) or take bets on baby names, it’s important to acknowledge that the Kardashian-Jenner media machine working in humanity’s favour.

Because of the family’s publicity-centric mandate, Caitlyn Jenner can now live proudly and openly, challenging gender and beauty convention while knowing she’s got the most famous family to back her up. And through them, she has allies—but also a built-in media platform to speak about her experiences and to educate anyone still unfamiliar with trans people and their rights.

This existing media presence is also actively working to help celebrate all types of beauty — most specifically Caitlyn’s, who, at age 65, boldly embraces her body in a vintage jumpsuit, epitomizing everything we’ve ever associated with “bombshell.” Which is especially important, since just recently, Maggie Gyllenhaal’s revelation about the industry has proven ageism is alive and well; that women are expected to look a certain way.

This isn’t a game any of the Kardashian-Jenners have been willing to play. Instead, they’ve been only unapologetically themselves, owning their choices and journeys, and now lending both to support Caitlyn. Which is powerful: millions of people tune in to watch the family weekly, and now they’ll be part of Caitlyn’s continuing evolution while witnessing the family rally around her. Arguably, the Kardashian-Jenners are one of the most progressive families in America. (And probably even have the money to buy and sell it.)

So here’s to the Kardashian-Jenner media machine. It’s already preached the importance of self-acceptance, of feeling oneself (see: Selfish), and now, familial and trans support. Let’s see what other good it’s capable of.

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