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Kylie Jenner’s new Khy brand is all anyone can talk about this week. While many questioned whether the star actually needed to launch a clothing brand, the fact that it was done via a collaboration with an independent designer was an even hotter topic of discussion.
Read on for our verdict, plus the latest on Skims’ perfectly-timed Swarovski shapewear and how luxury has taken to the high street via Roksanda x Jigsaw.
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Khy x Namilia
Kylie Jenner and Namilia creative directors Nan Li and Emilia Pfohl designed the first collection for Khy. Photo: Khy
Details: Debut collection, November 1
Social context: Despite publishing its first post just last week, the Khy brand already has 526,000 followers on Instagram; on TikTok, #khy has 53.4 million views.
Verdict:
Kylie Jenner’s wardrobe is full of independent designer labels from around the world, so it makes sense that her debut clothing collection is created in collaboration with feminist, sexually charged, Berlin-based label Namilia. Despite being somewhat underground, Namilia has a superstar roster of fans, including Julia Fox, Jordyn Woods, Christina Aguilera, and Rosalia.The faux leather pieces foreshadow Khy’s sex-positive, fierce identity and demonstrate how Jenner is aiming to target fashion-forward, daring consumers with her first collection.
Skims x Swarovski
Founder Kim Kardashian wears Skims x Swarovski. Photo: Skims
Details: Swarovski crystal-encrusted Skims shapewear, November 7
Social context: Swarovski and Skims shared three Instagram posts together, gaining over 183,000 likes. On TikTok, videos featuring the words “swarovski skims” have a total of 5.1 million views.
Verdict:
Unlike Austrian brand Swarovski, which is constantly lending its crystals to various fashion designers, Skims orchestrates very few collaborations, having only done one with Fendi in 2021 and announcing a partnership with the NBA just recently.Having gone viral worldwide over the past fortnight for launching bras with permanently erect nipples built in, Skims has picked a great time to announce a new brand collaboration. Kardashian proves her mastery of internet marketing once again.In July 2023, Skims was announced to be worth $4 billion after raising $270 million in a funding round.
Jigsaw x Roksanda
Details: 27-piece collection, October 31
Social context: Roksanda has 258,000 followers on Instagram, and Jigsaw has 152,000.
Verdict:
Collaboration has come to be a major part of Roksanda’s growth strategy, having released lines with Fila, Barbour, and Lululemon, each reaching a unique consumer base.It might come as a surprise, but Jigsaw and Roksanda do share similar aesthetics of chic glamor, vibrant color schemes, and elegant evening wear.Adopting limited stock and premium pricing, the collection is more affordable than Jigsaw’s usual pieces but still maintains the prestige the high-street British brand is known for.
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