Kylie Jenner Gives Khy a Major Fashion Refresh

Kylie Jenner is giving her fashion label Khy a new direction, moving away from its original collaboration-heavy model toward a more focused and recognizable brand identity. Launched in 2023, Khy initially built its collections around collaborations with different designers and brands. After more than a year of work with a new creative team, Jenner is now looking to create a more consistent aesthetic that reflects her own evolving style.

The refreshed Khy collection draws heavily from 1990s street style, featuring baby tees, oversized silhouettes, baggy jeans, utility jackets, cargo pieces and relaxed layers. Denim remains a major part of the label, with much of its production now based in Los Angeles as part of Khy’s “Born in LA” identity.

Jenner is also putting greater emphasis on quality, fit and fewer, more considered pieces. The new collection ranges from $70 to $470, marking a move toward a more elevated price point than the brand’s early collections. The relaunch also brings a redesigned website, updated logo, new social-media identity and a more cinematic approach to campaign photography. Jenner says the long-term goal is to establish Khy as a lasting fashion brand rather than one driven primarily by trends or individual collaborations.

For Jenner, the next chapter of Khy is about turning her personal fashion influence into a clearly defined world, one that can eventually expand beyond online drops and potentially into physical stores.