In another episode of “things the fashion world gives us that nobody really wants”, Kylie Jenner dropped a hint on her Instagram this week to let us know her new fashion label, Khy, is about to drop.

Kylie is pictured sitting in a very dramatic black leather trench coat and shiny red stiletto pumps, which seems to be saying Saint Laurent but at Sportsgirl prices.

It’s just never going to stop. I don’t know that popular culture is ever going to let go of this family and even as some age out, new ones will age in (what’s North West, Kim Kardashian and Kayne West’s eldest child up to now?).

I, like most people on the planet, have had more conversations about the Kardashians, Jenners etc than I’ve ever wanted to have. It’s a bit like when somebody starts talking about their premium economy vs business class flight. I just don’t care. I don’t have the bandwidth anymore.

An army of eager consumers

I don’t have anything against any of the Kardashian clan, they generally seemed to be very well-behaved and polite to their fans. But Kylie has almost 400 million Instagram followers and the idea that she is releasing a fashion collection with prices to sit around $200 is a horrifying concept, if only in terms of waste.

The world does not need another fast-fashion brand. Kylie, one would suggest, doesn’t really need the money. She banked hundreds of millions selling cosmetics to her social media followers and now she’s moving on to fashion, even though I couldn’t tell you what her style is.

But there is no doubt whatsoever in my mind that Khy will sell, and in massive amounts. Sadly, I don’t see sustainability getting in the way of cheap and new anytime soon.

As much as lots of new brands purport to be ethical and slow and mindful, it’s just not how it is playing out in terms of consumer preference and spending. The market size of fast fashion in Australia is pegged at $2.3 billion, and we produce 200,000 tonnes of clothing landfill a year.

Win one, lose another

There are more fashion labels than ever, targeting us at random daily on Instagram and TikTok, and it appears the need to consume Instagram trends continues to override the overwhelming problems of pollution and climate change. Given that Kylie’s leather-look coat is likely to be synthetic, if the collection has US$200 ($A315) price tags, that means the production of more polyester, nylon and acrylic, plastics made from petroleum that take up to 1000 years to biodegrade.

The European Union recently enacted a ban on glitter in an effort to restrict the sales of microplastics less than five millimetres, including the type used in shimmery makeup, which seemed to be heartening news.

But in the same week, there is the announcement of Khy, a brand nobody needs but everyone will want (well, Kylie’s followers, which ironically are approximately around the same number as the population of the European Union).

The clothes will be worn a few times and sent to landfill, just as another Kardashian launches another collection of something. We will never be rid of them. Literally.