KHY By Kylie Jenner: Everything You Need to Know About the New Brand
The Kardashian clan’s commercial revenue is expanding once more with Kylie Jenner’s Khy.
Kylie Jenner has joined her entrepreneurial sisters in launching her own fashion brand called Khy, which is adding to the expanding commercial revenue of the Kardashian clan. On October 24, Jenner did a soft-launch of the brand through her Instagram account, in which she can be seen sitting on a carpeted floor wearing a black faux-leather trench coat and red Ferragamo pumps. The caption read “Meet khy” and Jenner tagged Khy’s official account, resulting in tens of thousands of followers in just 24 hours.
Khy represents a significant milestone for Kylie Jenner in the realm of fashion design, although it is not her first venture in this field. The brand encapsulates Jenner’s unique style and carefully curated aesthetic, inspired by her personal wardrobe. It goes beyond being a mere reflection of her fashion preferences; it is a true expression of her authentic self, or as she describes it, “King Kylie at my core.”
Having grown up in the public eye since the age of 9, Jenner has always had a deep fascination with clothing and makeup, which has played a significant role in expanding her world and imagination. Haider Ackermann, the fashion designer responsible for creating Jenner’s gown for the 2023 Met Gala, attests to her keen awareness of her personal style, stating that she knows what she likes and has a strong attraction to the world of fashion. While Khy may be a recent addition, it is the culmination of Jenner’s long-standing passion for fashion, evident to those within her inner circle for quite some time.
This fashion line is a collaboration between Kylie Jenner, her mother Kris Jenner, and the dynamic duo Emma and Jens Grede, known for their involvement in other Kardashian ventures like Skims and Good American.
What sets Khy apart is its commitment to collaboration, pledging to work with designers, iconic brands, and influential cultural figures. The debut collection, a 12-piece capsule crafted in partnership with Namilia founders Nan Li and Emilia Pfohl, features faux-leather pants, coats, tops, and basics. The range is priced between $48 to $198, with sizes from XXS to 4X, ensuring inclusivity.
“Creatively, I have such a strong vision of what I want to look like and what I want to do and what I want to wear,” said Jenner. “I never get too stressed about these things because… fashion is supposed to be fun.”
According to a press release, the brand “is dedicated to redefining the modern wardrobe with a collection that speaks to the avant-garde while remaining inclusive and accessible to fashion enthusiasts of all backgrounds”.
“Khy is a homage to the limitless possibilities of fashion. We are breaking down barriers and will redefine the meaning of a designer brand, with creativity and quality at a better price,” Jenner said in a press release. “I wanted to make Khy a platform for our customers to have the opportunity to experience fashion through new designers and brands, but at a more accessible price.”
Kylie built anticipation for the launch of Khy by sharing a captivating campaign photo on Instagram. The photo showcased the brand’s unique high-low fashion approach, featuring Kylie wearing a stunning combination of a black leather moto trench coat from Khy and the newly released Eva pumps from Ferragamo. This bold ensemble made a powerful statement in anticipation of the brand’s official website launch on November 1st.
The introduction of Khy marks the culmination of Kylie Jenner’s gradual transformation as a brand. Over the past few years, she has made appearances at prestigious Fashion Month shows and has even become the face of esteemed brands like Jean Paul Gaultier and Acne Studios. With these brand, she has seamlessly integrated herself into the fashion industry, laying the groundwork for Khy’s highly anticipated entry into the market.