KHY, oKHaY but why?

After months of speculation, the word is finally out. Kylie Jenner is launching her fashion label, KHY. To many of us who are involved in the fashion business, it does not come as a shock. She announced it very simply with an Instagram post captioned, meet khy. Seen wearing a leather trench with zipper details; she was also spotted in a dress variation at Kim's birthday party.

The rumors surrounding her latest business venture had been swirling on social media for quite a while now. Many critics called out her sudden change in aesthetics earlier this year. Kylie is well known for body-hugging silhouettes and pioneering the ‘IG-BHADDIE’ aesthetic, which had suddenly shifted towards more timeless silhouettes and rather understated looks. Noticeably, Kylie attended several events during fashion month; she was seen front row at Prada, Schiaparelli, Dolce & Gabanna, and more. While the starlet is no stranger to a good fashion week moment, it felt remarkably different. Most of these events she also attended alone, in my opinion, to sever the Kardashian-Jenner shadow that is sometimes cast upon the sisters to make it about her only.

I am supportive of the family's fashion endeavors, but I cannot help but be skeptical. Celebrities have been trying to create successful multi-business resumes ever since Rihanna set the trend with her Fenty empire. Back in 2019, we also saw Rihanna at the helm of her high-fashion brand under LVMH. Evidently, it also flopped.

There is a difference between creating with fashion and creating fashion. Some excel at creating amazing outfits and making a moment out of them, while some excel at the latter. However, only a select few succeed in dabbling the two. What I am trying to say is, will the brand be about fashion or Kylie? Emulating her own identity successfully without usurping the attention away from the clothes is what will be the challenge here. Several celebrities have arguably succeeded at this, such as the Olsen Twins and Victoria Beckham. Kylie Jenner is not the only celebrity hopping on this trend. A few months

ago, Angelina Jolie announced her label ‘Atelier Jolie’, however, she opted for a different unique selling point which makes her stand out a bit.

I am hoping this new business venture is the one Kylie is the most passionate about out of her resume. Helming a Fashion label takes time, creativity, and perseverance. Kylie has often talked about how she does not like being in the public eye all that much; this serves as the perfect opportunity for her to take a step back and focus on this new development. While many are rooting for her to fail, I will be rooting for a success story.

I cannot help but wonder…

What will her brand be about?

What aesthetic is she trying to sell?

What about sustainability?

But we will know more soon, so more about that another time.