By: Ema Nova
From a clan known for its marketing superpower and following trends you can always expect a brand no one asked for. This time from the category of brands no one really asked for its "KHY" by Kylie Jenner, launched this Nov.1st as a collaboration with another fashion brand Namila, a controversial brand that recently was sued by Hermes. According to Kylie herself, KHY will continue to collaborate with other designers each season in order to create new designs ( clothes) and give this same designers more opportunities and platform to reach a new people. The initiative was created to give new designers more opportunities.
The birth of the new brand brought up a few questions from the fashion consumers, who are tired of comsuming brands like Zara and & H&M that at the end of the day are not sustanible and contribute to the pollution of our world.
A few months ago rumors that Kylie Jenners was launching a new brand started to rise online. it's no secret that the Kardashians/Jenner are known for being very successful and even a marketing genius. So, it did not come as surprise when the news of a new brand emerged. However, the clan it's known for being very "new money" "quiet luxuary" so the surprise actually came when they announced that the brand concept revolved around " old money" which is an aesthetic that keeps growing in the fashion world. Designers like Sabato De Sarno from Gucci just presented a new and cleaner Gucci which people are referring to as "A era of quiet luxuary to Gucci" or "Tom Ford Era". For this reason the "quiet Luxuary era" it's not a trend that might fade a few weeks or months from now, on contray it's a "livestyle" trend that it's here to stay.
At the beginning when the rumors started, it was difficult to imagine this aesthetic being connected to the clan. Because they have never been a reference when it comes to "quiet luxuary aesthetic". Personally, I believe the only person in the clan who fits the aesthetic perfectly is Kendall and it would make much sense if she came up with a with "quiet luxuary" brand. Since we have seen her multiple times using and abusing from brands like The Row.
Now after the launch of the brand, it's more clear that the brand doesn't fit under the concept of "quiet luxuary" because of the price range and material used for the collection.
The price range goes between (48-200$) if we observe any "quiet luxury" related brand their prices are clearly more elevated than the one presented by Kylie Jenner. Brands such as "Loro Piana" or the "The Row" are extermirly expensive because they are an exclusive brand for a certain group of peoplo that can afford their over the top prices.
On the material part KHY is currently using Fake leather, also known as synthetic leather or faux leather. This may sound cool and sustainable for those that don't know much about the leather or fashion. However, the faux leather material is truly just non-biodegradable plastic and can easly contribute to plastic pollution. As meantion by one of "The Cut" writters Danya Issawi, the Kardashian-Jenner clan is not known for being the post daughtes of sustatabiblity.
The Kardashian-Jenner clan it's known to make brands disappear after disapoiting fans and complain for lack of quality. This launch does bring up an excitment to see how well this brand does and how long it's going to survive in the market since KHY is like her sisters Kim and Kloe working with Emma Grede and her husband co-founder of SKims and Good America.
See you soon, with love...
Milênia!
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