Kylie Jenner launched her new brand called KHY. After being successful in the cosmetic industry, she is now taking on new risks within the fashion industry.
According to Yahoo News, Jenner partnered with Kris Jenner, her mom, and Emma and Jens Grede, who are the multibillionaire couple who are involved with Skims and Good American Company. Jenner presented the brand on October 24 by sharing a picture of her wearing a “faux leather trench” and colorful heels on her Instagram.
The purpose of the brand is to promote elegance while at the same time ensuring affordability for fashionable outfits. In Jenner’s words, “Khy is a homage to the limitless possibilities of fashion. We are breaking down barriers and will redefine the meaning of a fashion brand with creativity and quality at a better price. I wanted to make Khy a platform for our customers to have the opportunity to experience fashion through new designers and brands but at a more accessible price.” Jenner said.
The brand counts all kinds of clothes and sizes from XXS to 4X. The brand sells leggings, dresses, tops, gloves, and jackets, all of them black. On the website, it is possible to buy in two ways: by looking for individual pieces or by looking for looks that constitute a whole outfit. Right now, many clothes are already sold, but there is a waitlist to order them. The cheapest product is a baby that costs 48 dollars while the most expensive product, 198 dollars, is the faux leather trench.
Jenner said in an interview with the Wall Street Journal that she expects her buyers to be “confident” when they wear her clothes. Moreover, she said that she expects her customers to be versatile when they wear her products, just as she is when she is choosing her clothes for the day-to-day and her vision of how to do it. “Creatively, I have such a strong vision of what I want to look like, what I want to do, and what I want to wear. There’s no one telling me what to do,” Jenner said.
According to the Wall Street Journal, the office of this new brand is in Los Angeles and has 25 employees. “It would not be an exaggeration to say that the Kardashian-Jenners and the Gredes are trying to build an accessible, social media–fueled fashion conglomerate—a Los Angeles LVMH.” Rory Satran wrote in the article about the exclusive interview the WSJ had with Jenner.
The one-hour launch of the KHI website achieved $1 million in sales, according to the Daily Mail. But what is more, is that the Wall Street Journal awarded Jenner with the Innovators Award for KHY.
According to Vogue magazine, “the newspaper named Khy winner of the brand category at its 2023 Innovator Awards, honoring Jenner as only the third-ever recipient in the category after Nike’s Mark Parker in 2015 and Skims’s Kim Kardashian in 2021.” Luke Leitch wrote in the most recent article published by Vogue regarding this new fashion brand.
This new brand seems to be popular now. Do you like the new brand? Do you agree with all the clothes being black? Let us know with your comments on our Instagram @hercampusucf.