A couple of weeks ago, the 10-year-old North West did what most 10-year-olds do: she said something inappropriate in public. “Guys, there’s another brand coming up,” she giddily announced to thousands of viewers on a TikTok livestream, while her mother Kim Kardashian tried to backpedal. North could have been speaking about any number of projects that will one day be a part of the Kardashian Konglomerate, but she might also have been referring to Kylie Jenner’s latest brand, Khy.
Less than 24 hours after its launch, Kylie was named Brand Innovator at the Wall Street Journal’s 2023 Innovator Awards, which was also attended by Timothée Chalamet. “My fans want to wear the things that I’m wearing and I want to bring that to them,” Kylie said of her debut collection, a collaboration with the Berlin-based label Namila. “I keep saying the word ‘accessible’.” And, as countless Instagram carousels will demonstrate, Kylie serves as her brand’s best advertisement. Her face fixed in a dissociative come hither, here is someone who has spent the past 12 months connecting her 398 million followers to fashion’s uppermost echelons.