Kylie Jenner Launches New Affordable Luxury Brand: KHY

After building a billion-dollar beauty empire with Kylie Cosmetics, the youngest of the Kardashian-Jenner clan is coming for fashion next. Kylie Jenner is expanding her business world with the launch of a new clothing line: Khy. The mega influencer is joining her entrepreneur sisters in the sartorial world by announcing her very own fashion brand. Kylie is a business mogul in her own right, becoming the world’s youngest self-made billionaire at the age of 21 in 2019. Having always worked with the current line-up of creative directors at major luxury houses, she is no stranger to fashion.

Within a family dynasty that has built an enormous fortune based on influence, Kylie Jenner might be the most influential of them all. She is digitally native and naturally experimental. Her roughly 400 million Instagram followers outnumber the population of the United States. ⁠The reality star and beauty mogul is now adding “creative director” and “apparel brand owner” to her resume. Technically, this won’t be her first-ever fashion gig. The 26-year-old worked closely with her sister Kendall for Kendall & Kylie, a teen-centered brand, that was quite the rage amongst young girls.

Also Read: The Makeup Giant Kylie Cosmetics Makes Its Way To Mumbai

Say Hi To Khy⁠

Kylie first soft-launched the brand on her Instagram on October 24, Tuesday, sitting on a carpeted floor in a black faux-leather trench coat and red Ferragamo pumps. “Meet khy,” read the caption. Jenner tagged Khy’s official account in her post, which was at 150k followers in less than 24 hours. Khy was officially announced on Wednesday, October 25. According to the Wall Street Journal (WSJ) Magazine, the brand’s debut collection can be best described as “the wardrobe of a biker babe during the apocalypse — who happens to have internet access and a Pilates-toned body.” Phew. That’s quite the description.

A play on Kylie’s nickname, the brand Khy will feature different guest designers and concepts throughout the year. It is said to feature wardrobe basics, staples, and investment pieces that are affordable. Nothing in Khy’s first release costs over $200.⁠ “The whole line is really inspired by my personal wardrobe, and the different moods that I’m in,” Said Kylie.⁠ Jenner described Khy as “King Kylie—who I am at my core,” referring to the infamous nickname she received in the 2010s when her fashion aesthetic ruled Tumblr.

Launch & Collaborations

⁠The brand apparel will be available to shop from November 1, 2023, via the brand’s website, khy.com. For the time being, fans can sign up for early access in addition to email and text updates. Khy’s first launch is in collaboration with the Berlin-based gender-neutral brand Namilia, founded by Nan Li and Emilia Pfohl. Namilia is known for its dark, provocative style with politically fueled messaging, which WSJ described as “borderline-pornographic.” Their motocross-inspired selections are quite popular and often spotted on celebrities such as Cardi B, Megan Thee Stallion, and the BLACKPINK members.

The Khy and Namilia collab includes “black faux-leather pieces and nylon-and-elastane ‘base layers,’” as can be seen in the brand’s very first images and the recently dropped ones on Khy’s feed. The first drop will feature 12 pieces. Post that, it can be assumed that it’ll be on a random schedule similar to the SKIMS and Good American collection drops. Just like her sisters’ brands, Kylie’s Khy will offer an inclusive-size selection going from a US XXS to a 4X. 

Khy Spotted

We got a peek at the new styles on social media thanks to a Khy dinner Kylie Jenner hosted ahead of the brand’s launch. We spotted pieces from the collection, which range from skin-tight dresses to leather pants and jackets. According to a press release, Kylie Jenner herself was sporting the Faux Leather Open Back Top ($78) and the Faux Leather Pants ($118). Hailey Bieber repped the Khy Faux Leather Strapless Mini Dress ($98) and Kendall Jenner donned the Khy Faux Leather Strapless Long Dress ($148), amongst others in attendance in Khy outfits.

The Partnership

⁠Fronted by Kylie, the fashion line is in partnership with her mother, Kris Jenner, and Popular Culture’s Jens and Emma Grede. They’re a married couple who are also involved in the other multibillion-dollar businesses running in the family. Emma Grede, an East London native, is the co-founder of Good American as well as the founding partner of SKIMS.

The businesswoman works closely with Kim and Khloe Kardashian on their respective clothing brands, so it’s no surprise that Kylie wanted to partner with her. She assisted Jenner in the developmental process of launching Khy. Furthermore, Khy’s Los Angeles headquarters are also located on the same corporate campus as Khloe Kardashian’s Good American and Kim Kardashian’s SKIMS, so it looks like the sisters will be neighbours.

It is safe to say that Kris Jenner knows how to raise business moguls out of her daughters – from Kim Kardashian’s SKIMS to Khloé’s Good American to Kendall’s 818 Tequila. She has crafted a knack for business in all her daughters with Kylie emerging as the top entrepreneur. We look forward to a whole collection drop from Khy in the coming days.