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.
A Peek Behind the Curtain
Going beyond the teaser, Kylie provided a more in-depth look into the brand during an exclusive with WSJ. 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.
Inspiration and Initial Offerings
The initial collection, Kylie confided, is heavily influenced by her own personal style, characterizing it as very “King Kylie.” She explained:
- The first drop is closely aligned with her personal wardrobe.
- It embodies her varying moods.
- The collection consists of faux-leather pieces and essential nylon base layers.
Furthermore, the debut collection was designed in partnership with Nan Li and Emilia Pfohl from the Berlin-based label, Namilia. Some might recognize this brand from their edgy designs like the “micro dick spike bag” and the provocative “porn star” bra top. KHY assures its clientele that nothing in this initial release will exceed the $200 USD mark.
Philosophy and Future Endeavors
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.
The premier collection, while keeping with its faux-leather theme, showcases a spectrum of pieces, ranging from sultry slip dresses to faux-leather trench coats.
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
Reminiscing about her early ties with fashion, Kylie reflected on her philosophy of not letting fashion-related stresses overshadow the fun aspect. 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.
Positioning in the Fashion Ecosystem
Positioning itself amid established fashion brands and eager newcomers, KHY is poised to blend the luxurious essence of high-end brands with the accessibility of mainstream fashion. It aims to bridge the gap, ensuring quality without compromising on affordability.
Given the reputation Kylie has built through her cosmetics empire, many industry insiders predict that KHY will not only be welcomed but may also pave new paths in the fashion industry. Drawing from the success of her beauty line, Kylie brings a unique blend of branding expertise, innovative marketing, and an understanding of contemporary style needs to this new venture.
The Road Ahead
Though KHY’s inaugural release emphasizes faux leather, the brand has plans to evolve. Kylie voiced her aspirations for KHY, seeing it as a platform for customers to engage with new designers and brands. With her unyielding vision and the powerhouse team behind KHY, the future of this fashion venture certainly seems promising.