Kylie Jenner’s Khy Just Rebranded
3 min readLess than three years after its November 2023 launch, Kylie Jenner’s Khy is going through a bit of a rebrand. As it stands, the brand is best known for collaborations and seasonal drops, but it will now move into a “fully realized, wardrobe-first fashion label,” per the press release. The change comes complete with a refreshed website and social presence, as well as a “comprehensive” new creative direction.
“With this next chapter of Khy, we’re prioritizing intentional design that reflects what our audience really wants for their wardrobe,” said Jenner in the release.
The first collection under the refresh is the Born in LA collection, featuring jersey maxi dresses, embellished denim, layered T-shirts, and fleeces priced between $70 and $470. Sizes range from 2XS to 2XL. In celebration of the update, Jenner spoke with ELLE.com via email. Shop the collection now on Khy.com and read her responses to our questions below.
Khy is still a young brand. Tell us why you’re already going through a refresh.
I really wanted Khy to evolve into something more permanent and intentional, with a focus on building a complete wardrobe that is made to last. That means we’re creating closet staples that work across different seasons, finding that balance between your everyday basics and those bolder fashion moments. I’ve grown a lot since Khy launched, and my style is constantly evolving, so I want the brand to reflect that.
How does your love of vintage and obsession with the ’90s play into the new collection?
My love for the ’90s and vintage silhouettes was a big inspiration for this collection, blending that era’s effortless minimalism with a modern edge. We played with the contrast between masculine tailoring and feminine details like oversized yet sculpted silhouettes, layering, embellishments, and streetwear-inspired styles reimagined as fresh, everyday staples. Those references really show up in the pieces’ materials and structure, like our layered tees and the denim, nylon, and parachute outerwear.
You recently made headlines for going on vacation. Tell me about your packing essentials and how your resort style has evolved.
I’m definitely an over-packer at heart, but I think the secret is a mix of high-quality basics and those vintage pieces that make the whole look. My vacation style consists of effortless, chic silhouettes that feel easy but look amazing—like great swimwear, a pair of vintage sunglasses, and versatile sets from Khy that I can dress up for dinner. I also always bring my Kylie Cosmetics Lip Butter—I don’t go anywhere without it.
You’ve been on even more red carpets than usual lately. How do you tackle dressing for events?
I like to lean into silhouettes that make me feel both comfortable and confident, whether it’s a custom moment or something archival.
What do you do when you need an instant confidence boost?
I feel confident when I get to have fun with fashion—I love to play with different pieces and styles to build a perfect outfit that shows off my creativity. I also love to spray a fragrance as a finishing touch—my Cosmic Intense perfume is a bold scent that truly reflects power, and it instantly gives me an extra boost of confidence when I put it on.
Your style has gone through so many distinct eras. Does Khy reflect or transcend that? Or is it separate entirely?
It’s a mix of both! Khy definitely pulls from my own journey—my personal taste and vintage references influence every collection. But the overall goal is for the pieces to stand on their own and outlast any specific “era” or trend.
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