Kylie Jenner — the youngest sibling of the Kardashian-Jenner clan — is launching her own fashion line called Khy. Last week, Jenner teased the debut via Instagram with a picture of her wearing a black leather trench coat and a simple caption that’s sending shockwaves throughout the fashion world: “meet khy.” The brand’s Instagram page also posted the same leather trench with the caption: “coming soon. sign up at khy.com.”
As Fashionista reports, this will mark Kylie Jenner’s first solo fashion venture, following the 2016 debut of Kendall + Kylie, launched alongside her older sister.
The brand is being developed by none other than Jens and Emma Grede, according to a July report in Puck’s Line Sheet. If that last name sounds familiar, it’s because the Gredes are the Kardashian family’s favorite collaborators. They have been the behind-the-scene impresarios for Khloé Kardashian’s Good American, Kim Kardashian’s Skims and Kris Jenner’s cleaning-products line Safely.
Though much secrecy surrounds the highly anticipated brand, Puck’s Lauren Sherman reported that the line will diverge from the fast-fashion path major players like Shein have forged and will instead offer something better: “Responsibly sourced, less junky, nicer looking,” Sherman wrote.
“Khy is a homage to the limitless possibilities of fashion. We are breaking down barriers and will redefine the meaning of a fashion brand, with creativity and quality at a better price,” said Jenner, in a statement. “I wanted to make Khy a platform for our customers to have the opportunity to experience fashion, through new designers and brands, but at a more accessible price.”
The inaugural drop will be a collaboration with Namilia; future collections will introduce other design partners from around the globe. As for the meaning behind the brand name, “Ky” is Jenner’s nickname; the silent “H” symbolizes “destiny, good fortune, and spirituality,” per the brand.
KHY is available to shop starting Wednesday, November 1.
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