Kylie Jenner’s latest fashion venture, Khy, pays homage to her Tumblr era, as revealed in her November 2023 cover story for WSJ. Magazine, where she was named the brand innovator of the year. In this feature, the 26-year-old reality star candidly discusses her new fashion line, emphasizing its connection to her personal style and moods. The inaugural collection serves as a tribute to her iconic “King Kylie” phase, a pivotal period worth revisiting.
For those who need a refresher on the King Kylie days, it spanned from approximately 2013 to 2016, when Jenner was an active presence on Tumblr, the venerable blogging platform established in 2007. During this period, she frequently shared moody snapshots, fully embracing a grunge aesthetic.
Her signature look consisted of all-black outfits and gothic makeup, with the standout moment being her bold blue-green hair transformation. It’s worth noting that Kim Kardashian playfully teased Jenner for her adventurous hair change, which occurred just before Kim’s wedding to Kanye West in May 2014.
Jenner’s commitment to the King Kylie persona was so profound that she even changed her Instagram username to @KingKylie in 2015. While her style has evolved since then, and her Instagram handle is now @KylieJenner, she has consistently maintained an edgy and fashion-forward aura. Notably, she was named the face of Acne Studios in August, featuring in an ad campaign that showcased her covered in dark body paint and wearing distressed denim.
In her conversation with WSJ. Magazine, Jenner makes it clear that she has a strong creative vision and maintains complete control over her fashion line. She states, “Creatively, I have such a strong vision of what I want to look like and what I want to do and what I want to wear. There’s really no one telling me what to do.” Her mother, Kris Jenner, affirms her daughter’s individuality, noting that Kylie has been the creative director of her life and wardrobe since a very young age.
Kris Jenner herself serves as a co-founder of Khy, alongside Emma and Jens Grede, a couple renowned for their roles in creating Kim’s Skims, Khloé Kardashian’s Good American, and the popular denim brand Frame.
According to WSJ., Khy is set to debut this fall and will feature designs from various guest designers. The first capsule collection, priced at under $200, includes faux-leather items created in collaboration with Nan Li and Emilia Pfohl, designers behind the Berlin-based label Namilia.
Kylie officially introduced Khy to the world on October 24 via Instagram, sharing a snapshot of herself donning a striking black leather coat.
Before launching Khy, Kylie and her sister, Kendall Jenner, jointly founded their eponymous clothing company in July 2016. This brand is still available through retailers like Revolve, Pacsun, and ASOS.
While Khy is the latest addition to her portfolio, Kylie Jenner is most renowned for her cosmetics company, Kylie Cosmetics, which she established in November 2015.