The now decade running show Keeping up with the Kardashians and its female protagonists departed from limiting conceptions of reality tv fame, perceived as limited and transitory. The portrayed family capitalized on their regular tv presence through stretching the original programme into various personalized spin-offs, products and social media content. These strategies on one hand individualize various members of the clan, on the other threaten to disintegrate the once stable family brand. Despite these dismantling tendencies the overall hyperfeminine tone, esthetics and Kris Jenner's in-control managerial position remain firmly in place.