Kylie Jenner is already gearing up for another Khy launch—this time with a summer-ready collection set to drop on June 11.
On Monday, June 8, the Kylie Cosmetics mogul took to Instagram to announce the release, revealing that the lineup will feature lightweight fabrics, including silk and cotton, along with bold prints designed to capture the spirit of the season.
In the campaign photos, the reality TV star modeled several pieces from the collection. One standout look featured a leopard-print two-piece set consisting of a lace-up bandeau top and a coordinating low-rise skirt. In another image, she posed in a plunging gray backless mini dress, while a separate shot showed her wearing oversized jeans paired with a black bikini-style set underneath.
Models were seen flaunting the pieces on her Instagram stories, and one look featured a two-piece white skirt set with silver button detailing down the front.
The Difference Between Dragging Through Your Day And Feeling Great On Your Feet? These Arch Support Insoles
Kylie Jenner To Drop New Khy Summer Collection
Despite the buzz surrounding the launch, Khy has frequently faced criticism from shoppers who feel the collections lack originality and rely too heavily on basic wardrobe staples sold at premium prices. This latest release sparked similar reactions online.
“The third pic looks like she’s literally wearing a Skims bra and underwear with Levi’s. I’m confused about what Khy is even trying to market here,” one commenter wrote.
Another added, “The second look is basically a recycled 2000s or early-2010s dress. It looked good then and it looks good now, but it doesn’t feel new or high-end. It could easily be something from H&M.”
Others questioned the brand’s creative direction. “No shade to anyone who likes her stuff, but I’m underwhelmed. When you have every possible advantage at your disposal, I expect more than something we’ve all seen before,” one user wrote.
“Go girl, give us nothing,” another joked. One particularly critical commenter wrote, “The designs are ugly, the marketing makes no sense, and Kylie doesn’t suit the high-fashion Y2K aesthetic they’re trying to push. Honestly, what is the brand direction? Is it underwear? Is it denim? Is it cotton dresses? It just feels all over the place.”
Others felt the campaign looked too similar to fast-fashion offerings. “The leopard set is cute, but it’s giving H&M or Forever 21,” one person commented. “Definitely not worth the price when you could find something similar for much less.”
Kylie Jenner Opens Up About Khy Rebrand
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.”
