Kylie Jenner looked at the current line-up of creative directors at major luxury houses at the moment and said, “OK, if no one is going to support female designers, I’ll have to take matters into my own hands.” Yup, it looks like the reality star and beauty mogul is adding creative director to her resume, because she seemingly just announced the upcoming launch of her own high fashion line, Khy.

On Tuesday, Jenner took to Instagram to share an image of her sitting on a carpeted floor in a black leather (or might it be faux?) trench coat and red hot pumps. “Meet khy,” reads the caption, with a new Instagram account for “Khy” tagged in the photo. A click on that account reveals another photo of Jenner, seemingly in the same coat with her back to the camera and the caption, “coming soon.” There’s a link where one can sign up for “early access,” but not much else.

From the context clues, it’s safe to assume this is a clothing line, and it’s not so farfetched to think that Jenner wants to dip her toe in the world of retail. She has been moving around the fashion industry for quite awhile, sitting front row, promoting up and coming designers, and wearing pieces from some of the biggest names in luxury. Likely, Jenner also got some advice from her sisters, Kim and Khloé Kardashian, who both run their own respective clothing brands, though Khy already seems like it’s going to serve a much different purpose than either Skims or Good American. The choice of the black trench as her hero piece suggests an edgy, cool aesthetic, and we expect pieces we’ve come to associate with Jenner, like body hugging dresses and chic sets.

According to a report from Page Six over the summer, Jenner was in discussions with Jens and Emma Grede (the power couple who are also behind Skims and Good American) to launch a higher-end “quiet luxury” inspired line (her lowerprice co-label Kendall + Kylie still exists, and is sold through mall chain Pac Sun, though its future may be in question).

And the Kardashians and Gredes aren’t the only ones who may be consulting on Khy. Jenner has quite a few friends in high places. Maybe she called up Haider Ackermann for some advice, or chatted with Jonny Johansson after her last shoot with Acne Studios. Really, Jenner has to resources to put together an Avengers-level consultant team if she so desires.

Hopefully, Khy will be a success, unlike Jenner’s last solo foray into designing—Kylie Swim. Jenner first launched the line of swimwear in September 2021, and was immediately criticized for the products’ poor quality. The brand’s Instagram stopped posting only a month later, but picked up again in March 2022, only to cease operations three months after that. Assumedly, Jenner has learned her lesson from that failed venture, and Khy will have a better (or at least longer) run.

When Does Khy Launch?

There’s not precise dates yet, though safe to assume it will launch sooner that later.

Where Can You Buy Khy?

Skims and Good American were first available solely online through their own websites before expanding to selective other channels. Considering Jenner is pointing her followers to Khy.com, it’s likely that same strategy will be used for Khy.

How Much Will Khy Cost?

There’s no word yet, but the coat she’s currently showcasing is decidedly not a cheap basic. Puck’s Lauren Sherman reported on the rumors in July, and wrote that, “The idea, I’m told, is not to be Shein—the controversial, wildly popular Chinese fast-fashion outfit—but to offer something better.” Adding that neither the Skims or Good American brands are considered “bargain basement.”