Beyond the Hype
Today is the day of debuts. Not only has our platform (on which we warmly welcome you!) been introduced to the public, but also the new clothing brand of the youngest member of the Kardashian family: Kylie Jenner.“Meet Khy,” announced Jenner—who already has two other brands under her belt—unveiling her new creation at the end of October, becoming the center of attention for many.
Via IG @kyliejenner
A simple photo and a long, oversized leather trench coat mask a concept based on the entrepreneur’s ever-changing and tormented moods. This concept, if executed well, could bring some interesting surprises for the future.
These days, the success of a celebrity’s brand often depends on the celebrity’s name itself: the more famous a person is, the more hype surrounds the brand, leading to high sales and immediate success, regardless of the general sentiment. Let’s think about Kanye West, for instance: he is one of the most discussed artists in the world, but his brand was worth millions. However, this initial success can be ephemeral, and the brand's longevity may depend on the quality of the products and the ability to remain relevant over time.
Customers in the niche market of celebrity brands tend to be increasingly attentive to authenticity, except for some belonging to the fanbase whose main interest is having a strong imaginary connection with the celebrity in question, so they buy anything just to be “loyal” towards the celebrity.
Kinda scary, huh? The first drop of Khy consists of basic pieces and a few statement pieces designed in collaboration with NAMILIA, a Berlin-based brand known for its avant-garde leather designs.
The brand’s items are available in sizes ranging from XXS to 4X with prices ranging from €40 to €200. The brand promises to collaborate with iconic brands and professionals as well as influential cultural figures in the future.
But is COLLABORATION the right word? Yes, because Jenner has been (once again) accused of plagiarism. Shortly after the launch on Instagram, many people started commenting negatively on both Jenner’s and Namilia’s profiles, emphasizing the lack of inspiration on the entrepreneur’s part regarding the designs. These accusations, however, were not the only ones made by haters (and unexpectedly, by her fanbase too) but also by designers themselves.
Betsy Johnson, for instance, is a young designer who accused the founder of Kylie Cosmetics of stealing her ideas without giving her credit, highlighting the resemblance between her creations and the ones from Khy. And this is not the first time: over the years, Kylie has been targeted by young designers and artists who have openly discussed controversies surrounding Jenner’s brands. For example, when the viral lip kit was launched, Vlada Haggerty—a well-known makeup artist, famous for her lip art—threatened to take legal action against Jenner due to the extreme similarity between her logo and the lip kit logo, a situation then avoided by the entrepreneur by making some modifications. For Kylie, receiving a plagiarism accusation is almost routine, but this time it seems she didn’t care. In fact, with the launch of Khy, Jenner is ready to conquer a new niche in the fashion industry, bringing her iconic style and entrepreneurial vision to a new audience.
The entrepreneur promises to introduce us to new emerging brands, allowing them to stand out by collaborating with them, and we cannot wait to discover new talents. It remains to be seen how Khy will stand out in an already competitive market and how it will further influence industry trends: we are incredibly curious to find out.
