What is Kylie Jenner’s new brand “KHY,” and do we need it?

What is Kylie Jenner’s new brand “KHY,” and do we need it?

by Stella Hughes
2 min

There’s a new Kar-Jenner brand on the block: meet Khy. This year has seen Kylie reposition herself as a full-frontal fashion girly – from being spotted front row at some of fashion’s biggest shows in Milan and Paris, to becoming the face of Acne Studios in a campaign which broke the internet when it dropped earlier this year.

Branching out from beauty into the fashion world, then, seems to be a path that’s already well underway for Kylie (plus, you know, the supermodel sister and billionaire empire of a family) – but Khy may be the thing that cements her position in the fashion world.

So far, we know relatively little. Kylie announced the brand by posting a picture of her lounging on the floor in a long leather trench, with the short and sweet caption directing us to the brand’s new Instagram page, which had amassed 60,000 followers in its first few hours, and housed a post . However – that’s now been deleted. Mysterious.

Khy’s website brings more questions than answers. We arrive at a landing page which sees Kylie Jenner facing away from us in the aforementioned leather trench, which features broad, rounded shoulders and a thick cinching belt. Taking a leaf out of Phoebe Philo’s book, visitors are prompted to sign up for early access, and the URL features ‘/password’. Ok, we’re intrigued.

As expected, the internet is already working through theories of what Khy will bring – whilst all signs point to a fashion brand, some looking into the company’s trademark have deduced that Khy could actually be a jewellery company. Others have reacted to the news with, well, disdain: asking if we really need another fashion brand, let alone another Kardashian fashion brand.

Creating hype through mystery (what did happen to the IG page?), there’s no doubt that all eyes will be on Khy as it launches. What do you think Khy will bring, and how long ‘til Kris Jenner updates her bio?

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