Kendall Jenner has previously banned her famous sister Kim Kardashian from attending her fashion shows and admitted that she would deliberately attend model casting calls anonymously but we definitely didn't see this bold move to distance herself from her family coming. Not by a long shot...
The 18-year-old reality TV star, all-round It girl and model of the moment has done the unthinkable and completely ditched her iconic last name in a bid to be seen more professionally within the fashion world.
She might have a modelling career that just won't quit right now, having landed some major campaigns and walked the hottest catwalks this season, and while some might argue that her famous family has inevitably helped her climb her way up the high-fashion ladder, she's quick to set the record straight claiming that, if anything, its held her back.
It might explain the drastic move to disassociate herself with the Kardashian-Jenner clan, but still; ouch...
Speaking of the start of her career, Kendall revealed: 'I was like 'You know what? I want to be high fashion. I want to be taken seriously. I want people to see that I can really do this. So I'm going to work for it' and I worked. People think that it just came to me. But it didn't. What I have has almost worked against me. I had to work even harder to get where I wanted because people didn't take me seriously as a model.'
And, in order to change that, she has made the decision to eliminate her surname from her modelling career altogether. The news broke when Kendall's modelling agency updated her model card (the fashion equivalent of a business card) to read Kendall, while many of the agency's famous, world-renowned models - such as Lindsey Wixson and Liu Wen - still bear their names in full.
Joining the ranks of Madonna, Cher and, most recently, Cheryl, perhaps Kendall has her sights set on becoming one of the 'greats', known instantaneously for her first-name alone.
Whatever the reason behind the name drop, with Fashion Month on the fast approach, it looks like she's made the change at a very convenient time. And if she keeps going the way she has been, we can only imagine how many catwalks she star in come NYFW. Any guesses?
By Maxine Eggenberger