The 18-year-old super-model-in-the-making is trying desperately to drop her identity along with her name, so has chosen to follow the path of others with the same branding theory — Cher, Madonna, Prince (or the artist formerly known as Prince), Shakira, and Adele.
The Society Management, her modeling agency, first made the announcement on their website's profile for "Kendall."
Apparently, everyone has been in the dark about her name change. Kendall told Us Weekly that she has been going by the single name for months, making the switch with the launch of her fashion career in shows for Marc Jacobs and Giles.
"I did it last year at all the castings too!" she told Us Weekly. "I only go by my first name."
Kendall didn't elaborate on the reasons for changing her name.
"It was just my choice," she said.
— Cosmopolitan (@Cosmopolitan) August 30, 2014
One reason may be her perception that her Jenner name and the association with the Kardashian-Jenner family may have hindered her in her life's ambition to be a super-model.
"People didn't want to take a chance on me, I think because I was sort of known," she said. "They were a little bit on the fence about it. Some people might think that what I've done before made it easier for me to get jobs, but it was actually a disadvantage. I had to work even harder."
— Harper's Bazaar (@harpersbazaarus) August 31, 2014
Kendall also spoke a bit about her non-existent love life for the Teen Vogue article.
"I don't have a romantic life at the moment, so traveling doesn't bother me at all," Kendall said. "But I do want to go home. When I was young, I was the kid who would call my dad from a slumber party to beg him to come pick me up."
— ELLE Magazine (US) (@ELLEmagazine) August 29, 2014
Despite her name reduction, her social media accounts still go by the name, Kendall Jenner.