elle.com: Don’t Call Kylie Jenner’s New Clothing Line, Khy, Quiet Luxury

As the first of her family members to start a successful brand (and become the second most-followed woman on Instagram), Kylie Jenner is a testament to the power of business savvy in the age of the internet. The reality star and beauty entrepreneur beloved for her relatability and robust pout has always blazed her own trail, often with a handy assist from her momager Kris, from launching lip kits at the ripe age of 18 to defying all expectations and becoming a widely-reported billionaire. Now, she’s sort of charting new territory: designing a clothing line—this time, all on her own. (Jenner previously launched the fashion brand Kendall & Kylie with her sister at PacSun in 2013.) Her latest venture, Khy, a riff on her nickname, is a collection of affordable high-fashion pieces that hopes to redefine the modern wardrobe with inclusive sizing and an accessible price point, while offering a fresh take on quiet luxury. Ahead of Khy’s official launch, we talked with Jenner about her eponymous label, trends she avoids, and matching with her daughter, Stormi.
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