Kylie Jenner’s label Khy is stepping into a new identity—not as a revolving door of partnerships, but as a wardrobe-first fashion house with a distinct point of view. The brand’s Born in LA Collection, available now, marks the beginning of this shift, offering foundational pieces like jersey maxidresses, embellished tees, and denim in sizes XXS to XXL, priced from $70 to $470. Jenner, serving as founder and creative director, describes the collection as “intentional design” aimed at pieces customers will reach for again and again.
For The Lingerie Museum, this pivot resonates with a familiar narrative in intimate apparel history. Just as Khy moves toward signature, repeatable staples, the lingerie world saw its own transformation in the early 20th century when brands like Maidenform (founded in 1922) moved from custom corsetry to ready-to-wear, standardized bras—pieces designed to be wardrobe anchors rather than special-occasion confections. Khy’s cotton essentials, introduced last August, echo this democratization of comfort, much like the shift from restrictive undergarments to the bralette revolution of the 1990s.
Jenner’s earlier collaboration with Frankies Bikinis (a brand born in 2012, known for reimagining vintage swimwear) for a sensual, retro-inspired capsule further underscores a lingerie-adjacent truth: that the line between innerwear and outerwear has never been thinner. Khy’s new chapter—complete with a refreshed website and social presence—isn’t just about clothes. It’s about curating a wardrobe that feels as personal as the lingerie drawer we so carefully edit.
Originally reported by WWD