Kylie Jenner‘s fashion label Khy is facing another wave of criticism as fans question the brand’s latest summer collection, arguing that the designs don’t justify their premium price tags.
The new drop, titled “Dear Summer, Love Khy,” is inspired by Jenner’s iconic “King Kylie” era and features a lineup of body-hugging, Y2K-inspired pieces designed for warm weather. Among the standout items are silk tie-front tops paired with matching skirts, plunging backless mini dresses, embellished jackets, silk camisoles, capri pants, cropped bandeau tops, ruffled skirts, and other summer-ready staples.
Women Are Swapping Their Boring Water For This Ice Pop Electrolyte Mix!
New Khy Summer Drop Called 'Hideous'
While the collection embraces nostalgia, many social media users weren't impressed, claiming the pieces feel basic, unoriginal, and overpriced.
"I would literally buy everything from this new drop if the prices were somewhat accessible at least (like Aritzia pricing). But it's so unaffordable," one fan wrote on Reddit. "I'm thinking maybe it is just a passion project that she isn't looking to make a lot of money off of, so she just puts things out she likes? Because who can genuinely afford any of this? Nothing even sold out from the entire drop."
Others echoed similar sentiments, with one commenter writing, "You can find better pieces—or the same ones—for cheaper on other websites."
Another fan added, "I truly don't understand what she's thinking with this."
Several critics also took issue with the overall aesthetic, arguing that the collection lacks originality. "There's nothing innovative about the style," one person commented. "It's expensive just to be expensive. They are so greedy. I'm over it," another wrote.
Others were even more blunt, with comments ranging from "The tops are ridiculous" to simply, "It's hideous."
Kylie Jenner Rebrands Khy
The mom of two recently revamped Khy’s approach, shifting the brand toward a more streamlined and cohesive identity. While earlier collections leaned heavily on trend-focused drops and collaborations with emerging labels, the rebrand aims to create a clearer vision centered on elevated wardrobe staples and a more consistent aesthetic.
In an interview with Vogue, the 28-year-old explained the inspiration behind the shift: “The starting point was, what is Khy in a physical place? And there was nothing that came to the top of my head. So we started to think—what are we? What are our colors? And we started from there.”
She added that while she enjoyed past collaborations, her vision has evolved. “My style is always evolving. I think everything is a learning process,” Jenner said. “I loved all our collaborations… but I want Khy to feel permanent versus trend-based. I want to really define who we are.”
Kylie also emphasized that customer feedback played a major role in the new direction. “I’m listening to my friends. I’m listening to everyone on my team, my customers. I think we’re really trying to make people happy.”
