It comes as no surprise that Kylie Jenner is a business mogul in her own right, becoming the world’s youngest self-made billionaire at the age of 21 in 2019. The youngest sibling of the Kardashian-Jenner clan is also no stranger to fashion, always working with the current line-up of creative directors at major luxury houses.

Recently, she even nabbed her own high fashion campaign, starring in the AW23 campaign for subversive Scandi label Acne Studios, with photographer Carlijn Jacobs capturing her roughed up, covered in oil, and dragging her dirty doppelganger across the floor.

Now, after teasing its arrival back in July, Kylie has today given followers a first look at her new clothing label, as she steps out of the beauty sphere and into the fashion arena. On her personal Instagram, the star posted a photograph of herself sprawled out on the floor in a long black leather trench and a pair of red pumps, staring into the camera lens. “Meet Khy” she wrote in the caption, revealing the name of the brand. 

At the time of publishing, @khy had already racked up 55k followers in the space of an hour, and features one single photo, which appears to be the back shot of the same coat Kylie is wearing in her post. “Coming soon” the caption reads, encouraging people to sign up for updates. 

The line itself will reportedly be made up of “elevated basics”, and will likely run a lot cheaper than the elevated basics Phoebe Philo is set to drop herself any day now.