The KarJenner family is back at it again. While SKIMS is dominating the basics and shapewear market, and Good American is completely killing the denim game, the fashion world is set to make room for another brand from the famous fam. This time, Kylie Jenner is dipping her toes into the fashion world with her new line, Khy. However, the internet already has some conflicting feelings about the brand.
Now, we already know that Kylie Jenner is a fashion girl, so I was not surprised when I saw her Instagram post announcing her newest business adventure on Oct. 25. The post, which appeared on both Jenner’s and Khy’s feeds, featured Jenner in a black leather trench coat and bright red heels.
The debut collection of Jenner’s brand features a 12-piece capsule of vegan leather pants, dresses, tops, jackets, and basics with sizes ranging from XXS to 4X. The collection is part of a partnership with Namilia founders Nan Li and Emilia Pfohl. The pieces definitely have an edgy, but effortless, vibe with lots of leather and fitted pieces that perfectly fit Jenner’s aesthetic. The collection will be available on khy.com on Nov. 1, but you can sign up for early access on their website now.
However, the internet has had a lot to say about Jenner’s new brand — especially when it comes to the pricing. Marketing as an “affordable luxury” brand, the pricing ranges from $48 for a pair of black faux leather gloves to $198 for the trench that Jenner wore in the brand announcement. Followers were quick to call out the prices in the comments by discussing how Khy doesn’t feel like “affordable” at all. One commenter wrote “How is this “accessible” pricing? Asking for a friend…” while another commenter said, “You lost me at that price babe 😭.”
Additionally, there was some criticism on TikTok surrounding Jenner’s Oct. 25 Wall Street Journal Innovators interview, where she was celebrated as brand innovator of the year while wearing a $2,245 Dolce and Gabbana Dress in the first online photo. Critics noted that this is not a piece from her collection, and is also drastically more expensive than the price range for the new collection that she talks about in the interview.
But this isn’t the first time Kylie Jenner entered the fashion world. In 2015, the Jenner sisters launched a collection called Kendall + Kylie that was originally available to Nordstrom, Saks, and Bloomingdales featuring everything from leggings to strappy stilettos. In case you were wondering, Kendall + Kylie is still producing pieces available at PacSun — but, honestly, I never hear the Jenner sisters mention this brand anymore. Additionally, Jenner launched a swimwear brand called “Kylie Swim” in September 2021, but they haven’t posted online since June 2022 and the brand is no longer listed on kyliejenner.com. Let’s see if Khy can be Jenner’s first big fashion venture.
If you need me I’ll be over here trying to save up for this new collection. Or maybe, I’ll just start hunting for dupes. After all, not all of us can spend a paycheck on a jacket, Kylie.