Their movement has gathered momentum since it launched the family-orientated jeans and underwear campaign, but Calvin Klein just pulled off their biggest mic-drop move yet.
While the likes of Solange Knowles, the A$AP Mob and siblings Kaia and Presley Gerber all helped to raise Calvin Klein's campaign profile, the American brand has enlisted one of the US's most well-known families for its latest installment.
All present and correct, each of the five Kardiashian-Jenner girls star in the brand's new jeans and underwear images.
But, shockingly, fans of the family have immediately latched onto a small detail of the campaign... convinced that the placement of a blanket confirms the youngest sister Kylie's heavily-rumoured pregnancy.
The only sister to be laying beneath said blanket, conspiracy theorists believe it is down to more than just artistic direction.
"Kylie is covered up cuz SHES PREGNANT", , while another said "kylie is so pregnant lol" - seemingly so certain that she couldn't even muster up the enthusiasm to use CAPS.
While we wait... possibly forever... to discover whether the 20-year-old is indeed with child, why not scroll down and take a look at 93 things you didn't know about the Kardashians.