In a bold move following her surprise feature in Acne Studios’ Fall/Winter 2023 campaign, Kylie Jenner, the social media magnate and successful entrepreneur, has ventured further into the fashion sphere with the announcement of her own fashion label: “KHY.” While the Kardashians are no strangers to branching out in business, Kylie’s foray into the world of fashion has certainly taken many by surprise.
The Big Reveal
The announcement was made via Instagram, where Kylie shared an image of herself donning a black leather jacket with a simple caption: “meet khy.” Further fuelling the intrigue, she tagged a new IG account bearing the same name. This account’s inaugural post mirrored the reveal with a rear view of the same jacket. The teaser also prompted users to sign up on the brand’s official website, khy.com, for more updates.
Take a peek behind the curtain
WSJ had an exclusive interview with Kylie, who went beyond the teaser to give a deeper look into her brand. Magazine. Created in collaboration with a powerhouse team including her mother, Kris Jenner, and the Gredes—Emma and Jens (notably associated with brands like Skims and Good American)—KHY promises to offer a myriad of designs throughout the year at a highly competitive price point.
The Initial Offerings and Inspiration
The initial collection, Kylie confided, is heavily influenced by her own personal style, characterizing it as very “King Kylie.” She explained:
- First drop closely matches her own wardrobe.
- The varying emotions of the woman are embodied in this piece.
- This collection includes faux-leather items and nylon base layers.
The debut collection of the Berlin label Namilia was also designed with Nan Li, Emilia Pfohl and their team. Some might recognize this brand from their edgy designs like the “micro dick spike bag” and the provocative “porn star” bra top. KHY promises its clients that this first release won’t exceed $200 US.
Philosophy of Future Endeavours
Underlining her commitment to the brand, Kylie emphasized that the fashion line Khy is not merely influenced by her style; it’s a reflection of who she is at her core. While Khy will retain its foundational “King Kylie” ethos, it’s geared to house collaborations with various designers, bringing diverse concepts and styles to its audience, all at an affordable rate.
In keeping with the faux-leather motif, this collection features a range of items, from slip dresses and trench coats to sultry models.
Unwavering vision
Kylie’s unwavering vision for her brand, as well as her style, remains unequivocal. She remarked, “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. There’s really no one telling me what to do.” This sentiment was echoed by Kris Jenner, who fondly recalled the early days when young Kylie would curate her own fashion shows, mixing and matching from her siblings’ wardrobes.
Championing Fun in Fashion
Kylie, reminiscing on her first fashion experiences, reflected upon her philosophy to not let fashion-related stress overwhelm the fun. For her, fashion is equivalent to “playing dress-up.”
Fashion designer Haider Ackermann, who collaborated with Kylie for her 2023 Met Gala look, also weighed in on Kylie’s enthusiasm for fashion. He spoke about the process of finding a balance between their distinct aesthetics and remarked on Kylie’s confidence in her choices.
Fashion Ecosystem Positioning
KHY will blend luxury and affordability by positioning itself between established fashion brands, as well eager newcomers. It is a bridge that aims at bridging the gap and ensuring high quality while not compromising affordability.
Industry Support
Insiders in the industry predict that KHY may not only bring new life to the fashion industry, but also be welcomed due to the reputation Kylie’s cosmetic empire has earned. Kylie’s beauty brand has given her a blend of marketing expertise and branding experience. She also understands the needs of modern style.
What lies ahead
Though KHY’s inaugural release emphasizes faux leather, the brand has plans to evolve. Kylie expressed that she hoped KHY would be a place where customers could interact with different designers and brands. The future of KHY looks promising with Kylie’s unwavering vision and her powerhouse team.