The fashion world woke up this morning to the confirmed news that the youngest of the Kardashian klan, Kylie Jenner, is launching her first fashion brand.
Deftly named Khy — if the model of naming your brands after you, your children, or the first letter of your name isn’t broken, don’t fix it — Jenner teased the launch of her brand on Instagram, with the words ‘coming soon. sign up at khy.com’, which accompanied a picture of her wearing a buttery black trench coat.
While Khy’s website is now live for fans to sign up for early access, little is known about Jenner’s latest endeavour.
Rumours started swirling earlier this summer that Jenner was developing her own brand with Jens and Emma Grede, the couple behind Kim Kardashian’s brand Skims, Khloé Kardashian’s brand Good American and Kris Jenner’s brand Safety. According to Puck News, Jenner’s brand will provide a more elevated alternative to fast fashion and will offer something ‘responsibly sourced, less junky, nicer looking’.
Kylie Jenner pictured in Paris earlier this year.
Since her affiliation began with rumoured boyfriend Timothée Chalamet earlier this year, Jenner’s aesthetic has been decidedly more muted. The highlighter-hued dresses of yore has been replaced with those belonging to a more muted moodboard. So what exactly then can we expect from Khy?
Kylie Jenner’s make-under is thought to have been masterminded by the Grandquist sisters.
The paring back of Jenner has been notable. The founder of Kylie Skin hired Los Angeles-based sister styling duo Alexandra and Mackenzie Grandquist earlier this year to lead her make-under and, in the months since, she has traded her second-skin clothes for floaty dresses and jeans and ballet flats, which makes understanding the DNA at Khy’s core all the more difficult. It’s not just her clothing choices that Jenner’s altered — her make-up is more minimal too. In a recent beauty tutorial video, Jenner confirmed that she now prefers wearing a lot less make-up than she used to.
Jenner’s style may be influx but her influence hasn’t waned. In the hours following her announcement of Khy, searches for Jenner and her new brand soared by over 1,000% according to Google Trends.
Members of the fashion world may be asking why Khy, but the answers will hopefully soon become clear.
Freelancer
Freelance writer