“My Style Is Evolving”: Kylie Jenner Is Refreshing Her Brand Khy

Reported by Vogue.

Kylie Jenner's fashion brand Khy is ditching its collab-heavy model for something far more focused. After launching in late 2023 with rotating drops from designer names like Namilia and Dilara Findikoglu, Jenner realized the brand needed a sharper identity—one that could actually exist in physical space. So she spent a year rebuilding from scratch: new creative team, new design language, new website, new everything. The refreshed collection drops April 28, and it's a masterclass in knowing your lane.

The Khy Origin Story (And Why It Needed Fixing)

Here's what happened: Jenner loved the collaborations. They felt fresh, unexpected, different every season. But when she started envisioning a Khy storefront, nothing clicked. "The starting point was, what is Khy in a physical place? And there was nothing that came to the top of my head," she told Vogue. That's when the lightbulb went off—the brand was too scattered. It needed to feel "permanent versus trend-based." Sound familiar? She pulled the same move with Kylie Cosmetics, turning cult lip kits into a billion-dollar empire by leaning into her own aesthetic. She knows how to do this.

The new Khy is basically a mood board of Jenner's personal style, filtered through 90s nostalgia. Think baby tees in pastels, oversized cargo shorts, snatched-waist utility jackets, layered basics—the kind of stuff that doesn't scream "fast fashion" but doesn't pretend to be high fashion either. Denim, a Khy bestseller from day one, gets the focus: paisley embellished co-ords, baggy washes, multiple lengths. The pricing climbs from the original sub-$200 range to $70–$470, signaling a shift toward what Jenner calls "elevated" production. She's also moved most denim manufacturing to LA and sourced vintage belts (at $300 a pop) that get hand-embellished by her team—no two identical.

The original launch faced chatter about quality and provenance. Fair criticism. But Jenner's learned from her mistakes, and she's learned from her sisters: Kim's Skims and Khloé's Good American both built their empires on obsessing over fit across body types, not just the Kardashian frame. Khy's now testing pieces on "all different types of people" to ensure the sizing actually works for regular customers. She's also got a trusted inner circle—best friend Anastasia Karanikolaou caught that the denim didn't sit right on the back and got it changed mid-production. When you're pulling in feedback from day one, the product gets better.

Jenner remains hands-on, showing up every Wednesday and (by her own admission) harassing her team on weekends. She sketches, reviews samples obsessively, sends drops to friends for real-world feedback before launch. The Grede brothers, who co-founded Khy with her and run a portfolio now worth billions, handed full creative control to Jenner a year in. Smart move. She made $1 million in the first hour after launch in 2023; the brand hasn't disclosed revenue since, but it's clearly not a vanity project.

What's next? A physical store, eventually. For now, Jenner's focused on nailing the photography (cinematic, new models, fresh energy) and proving that the second act of Khy can hold its own without designer crutches. The biggest test isn't whether her followers will buy it—they will. It's whether Khy can actually feel like a brand worth caring about when it's built entirely on Jenner's taste, not borrowed prestige.

Read the original at Vogue.