Ivanka Trump has reportedly locked in a "re-emergence" plan that could see her 'become the next Kim Kardashian', as she focuses on rebuilding her own brand after her father's controversial presidency.
The 39-year-old's strategy is set to focus on criminal justice reform, according to a report by Axios, a cause that has already been championed by high-profile figures including Kim, as well as Jay Z, and Kevin Hart.
Public relations expert Nicole Reaney called it a "particularly savvy move".
“Catapulting her profile into criminal justice reform is an intelligent move to raise her profile as interest around her family still bubbles away,” she told news.com.au.
The plan got a slightly more scathing reaction from The Guardian’s Arwa Mahdawi, who wrote Ivanka “apparently plans to use the platform of criminal justice reform to rehabilitate her image and re-emerge into public life”.
“It gives her a way of worming herself back into liberals’ good books without alienating conservatives. It also doesn’t hurt that criminal justice reform has become rather glamorous,” she added.
Who could forget the response to Kim Kardashian's various visits to the White House in 2018 and 2019.
“I pled the case of Alice Johnson, who the president granted clemency to and after that, I really spent so much time going to different prisons because I really had no connection to anyone on the inside and I just felt like for me, I am at the place in my life where I wanted to make a difference and just wanted to do the right thing, but I didn't know how or what to do it or even really what was going on," Kim said during a speech at the White House.
In June 2018— due partly to Kardashian’s efforts — Alice Johnson, 64, a great-grandmother from Memphis, Tennessee, was released from Alabama’s Federal Correctional Institution, where she was serving a life sentence without parole for her involvement in a 1996 drug trafficking scheme.
Then in May 2019, a second prisoner named Jeffrey Stringer, was released from his life sentence at the Federal Correctional Institution-Talladega in Florida for manufacturing and possessing cocaine, reported NBC News. He had apparently served 22 years. Jeffrey’s family told NBC that him and his family Facetimed with Kardashian right before his release.
Kardashian West pursues criminal justice reform in TV show
Kim is now a step closer to becoming a lawyer, having finished her first year of study as an apprentice.
Kim Kardashian West: The Justice Project airs in the US in April. The two-hour documentary shows her being visibly moved by prison inmates recounting their stories of landing behind bars. She talks to their families and friends, lobbies public officials and consults with their attorneys as well as her own.
“I hope that this is a step to opening up people's hearts and minds. And then hopefully they can help with changing some actual laws that really do have to be changed," the star told AP.
Ivanka wanted 'clean break' from Trump
Ivanka Trump was reportedly already looking to distance herself from her father Donald Trump's chaotic presidency as she focuses on her own future run for office.
Trump's eldest daughter and her husband Jared Kushner are "looking forward to having a clean break," according to a close associate of the couple, who spoke to Vanity Fair last month.
Another source had told the Daily Mail that Ivanka wanted to be a "good sport" and was doing "whatever she can do to save her reputation".
Ivanka has been serving as an advisor to the president since 2017, which has people convinced she also has her eyes on the job.
One of Ivanka's former friends Lysandra Ohrstrom previously wrote an explosive piece for Vanity Fair about how the eldest Trump daughter transformed from a businesswoman with a carefully cultivated personal brand to "MAGA royalty".
"The Ivanka I knew spent her career developing and embodying a more polished and intellectual offshoot of the Trump brand, which blended the language and look of white millennial feminism with the mythical narrative of business acumen and entrepreneurial spirit she claimed to have inherited from her dad … Instead, I’ve watched as Ivanka has laid waste to the image she worked so hard to build."
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