Kylie Jenner is launching her own fashion line called Khy, she teased on Instagram today. The star shared a post tagging the account of her brand, captioning it, “meet khy.”
Khy is still a pretty mysterious company, at least publicly. While its site is live, it only features a photo of Jenner in a black trench and an option to sign up for an early access email. Its official Instagram account hardly offers any more detail. Its only post, with the same Jenner trench image, is captioned “coming soon. sign up at khy.com.”
The promo image Jenner shared on her Instagram.
Fashionistapointed out that Puck Newsbroke the news of Jenner developing her own standalone fashion line in late July. At the time, the outlet shared that the fashion line was being developed by holding company Popular Culture founders Jens and Emma Grede, who also worked on Khloé Kardashian’s Good American denim company, Kim Kardashian’s shapewear line Skims, and Kris Jenner’s cleaning line Safety. At that point, Gredes’ team had been interviewing candidates for positions “without telling them anything about the project,” the outlet wrote.
Puck News reported that Jenner’s brand would veer away from fast-fashion brands like Shein and offer something “responsibly sourced, less junky, nicer looking,” the outlet wrote.
Jenner has had her and older sister Kendall Jenner’s line Kendall + Kylie for years. They launched the brand in 2016.
While these days, Kendall + Kylie’s presence is relatively understated compared to the Kardashians’ higher profile brands like Skims, it does have a collaboration with bridesmaid dress line Azazie, an Amazon storefront, and a very accessible price point.
Senior News and Strategy Editor
Alyssa Bailey is the senior news and strategy editor at ELLE.com, where she oversees coverage of celebrities and royals (particularly Meghan Markle and Kate Middleton). She previously held positions at InStyle and Cosmopolitan. When she’s not working, she loves running around Central Park, making people take #ootd pics of her, and exploring New York City.