Oct 27, 2023
This Tuesday, Kylie Jenner posted a photo of herself on her Instagram account. She can be seen posing on the ground, wearing a black leather trench coat and red patent pumps, with the caption “Meet KHY”.
The 26-year-old posted the photo on her Instagram account, tagging her new fashion label, which since the announcement has gained almost 149,000 followers at the time of writing. The account shows a few posts giving a glimpse of the new fashion label’s first pieces. Black and leather dominate the ready-to-wear collection, which includes coats, jackets, trousers and short dresses. KHY, pronounced “KY” (a contraction of Kylie), will reflect the sharp, feminine style of its founder.
“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,” says Kylie Jenner in a press release published on October 25. The pieces will be sold from $48 to $198 (45 to 187 euro), ranging from double XS to quadruple XL. The inaugural collection is signed in collaboration with Namilia, a Berlin label founded in 2015 by Nan Li and Emilia Pfohl. Each season, KHY will invite young brands and designers to take charge of its creative direction.
Customers can register on the home page of the brand’s website to receive “early access” to the collection, available online on November 1.
According to American investigative media outlet Puck, Swedish duo Jens and Emma Grede have been appointed to lead the Kardashian clan’s latest brand KHY. The duo are known for being behind the success of Skims and Good American, respectively owned by Kim and Khloé Kardashian.
With Kylie Jenner boasting over 398 million followers on Instagram, making her one of the most followed celebrities on the social network, it will be interesting to see whether KHY will enjoy the same success as Kylie Cosmetics. Since its launch in 2015, the cosmetics line has been a resounding success. In 18 months, it recorded sales of $420 million, with growth of 25% in one year. In 2020, Coty Inc. acquired 51% of the brand for €553 million. Kylie Jenner is currently in talks to buy these shares.
KHY is not the entrepreneur’s first foray into fashion. In 2016 she created Kylie+Kendall with her sister, model Kendall Jenner. The future of the brand, which is keeping a low profile, is now under discussion. In 2021, Kylie Jenner launched Kylie Swim, her first solo venture into the fashion industry. When it was launched, the swimwear brand received a great deal of negative criticism, particularly about the quality of the products. The brand was put on hold a few months later.
These relative failures did not prevent the youngest member of the Kardashian-Jenner family from gaining fashion icon status. Invited to the most coveted Fashion Week shows, she has penned a string of editorials and advertising campaigns for prestigious media outlets such as C.R Fashion Book and, more recently, fashion houses such as Acne Studios. Over the years, she has built up a reputation that she is now building on with the creation of KHY.
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