In a recent Instagram revelation, the versatile Kylie Jenner unveiled her latest endeavor, a fashion label named «KHY.» The 26-year-old celebrity icon graced her post, clad in a striking black leather trench coat and vibrant red patent pumps, captioning it with «Meet KHY.»
Since the announcement, her new fashion label’s Instagram account has garnered nearly 149,000 followers. The account offers a sneak peek into the inaugural collection, which prominently features black and leather elements in an array of ready-to-wear pieces, including coats, jackets, trousers, and short dresses. KHY, pronounced «KY» (a fusion of Kylie), embodies the distinct, sharp, and feminine style of its creator.
Kylie Jenner envisions KHY as a platform for fashion enthusiasts to explore fresh designs and brands, all at accessible price points. In a press release from October 25, she conveyed her vision, stating, «I wanted to make KHY a platform for our customers to discover fashion, through new designers and new brands, but at a more accessible price.» The collection’s pricing spans from $48 to $198 (45 to 187 euros), accommodating sizes from double XS to quadruple XL. The inaugural collection is the result of a collaboration with Namilia, a Berlin-based label founded in 2015 by Nan Li and Emilia Pfohl. KHY plans to team up with emerging brands and designers each season to shape its creative direction.
Enthusiasts can sign up on the brand’s website for «early access» to the collection, scheduled for online release on November 1.
As reported by investigative media outlet Puck, the leadership of KHY, the Kardashian family’s latest brand, will be helmed by the Swedish duo Jens and Emma Grede. Notably, they played pivotal roles in the success of Skims and Good American, brands owned by Kim and Khloé Kardashian, respectively.
Boasting a colossal Instagram following of over 398 million, Kylie Jenner stands as one of the most followed celebrities on the platform. This venture marks her entry into the fashion industry, and industry watchers are eager to see if KHY can emulate the remarkable success of Kylie Cosmetics. Since its inception in 2015, Kylie Cosmetics has achieved extraordinary results, with sales reaching $420 million within 18 months and a 25% growth rate in a single year. In 2020, Coty Inc. acquired 51% of the brand for €553 million, and Kylie Jenner is currently in discussions to reclaim these shares.
KHY is not Kylie’s first foray into fashion. In 2016, she co-founded Kylie+Kendall with her sister, the model Kendall Jenner, and the future of that brand is currently under consideration. In 2021, Kylie introduced Kylie Swim, her independent swimwear brand, which initially faced criticism regarding product quality and was subsequently put on hold.
Despite past challenges, Kylie Jenner has cemented her status as a fashion icon, consistently gracing the most prestigious Fashion Week events and contributing to editorials and advertising campaigns for esteemed media outlets and fashion houses, including Acne Studios. With the launch of KHY, she continues to build on her already impressive fashion legacy.