Kylie Jenner’s clothing brand, Khy, is facing growing criticism online, with many labeling it a “money grab” and comparing it to fast fashion retailers such as Shein. The backlash comes amid ongoing speculation about Jenner’s relationship with actor Timothée Chalamet, despite their recent public appearance together at Coachella.
Jenner, 27, and Chalamet, 29, appeared close during the music festival, but observers noted an “awkward” energy between the pair. Their behavior at a previous tennis match at the BNP Paribas Open had also drawn public scrutiny, sparking rumors about the couple’s dynamic after two years of dating.
At the same time, Khy, which launched on November 1, 2023, has stirred mixed reactions. Though Jenner earned $1 million within the first hour of sales, discussions across Reddit and other platforms reveal discontent among fans. While her sisters Kim and Khloe Kardashian have found wide success with Skims and Good American, respectively, Jenner’s fashion line appears to be struggling to make the same impact.
Khy initially debuted with faux leather styles and ‘90s-inspired swimwear. It continues to focus on imitation leather, recently showcased in Jenner’s Instagram post wearing a matching mini skirt and crop top set. While her fans flooded the comments with praise, describing her as “the most beautiful woman to ever exist,” broader public feedback has been less forgiving.
Critics argue that Khy’s styles are impractical for everyday wear and overly influenced by fast fashion trends. In one Reddit thread, users questioned the real-world appeal of items like black sequined micro shorts—retailing for $48 before selling out—comparing them to nearly identical $10 versions found on Shein. Both are made from polyester, prompting complaints about price versus quality.
Shoppers also criticized the overall cost of Khy products, with prices ranging from $42 for a baby tee to $498 for a double-breasted faux leather coat. One user claimed the line lacked originality and ethical manufacturing, stating: “It’s giving us nothing new… it’s typical Kardashian stuff — basic, ripped off from another designer.”
Many commenters echoed the sentiment that Khy is less about consumer fashion and more about dressing Jenner herself. “Every single item of clothing in this line she picked because she’d wear it and it looked good on her,” one wrote. “The only people we ever see wearing anything from Khy are influencers, friends, and family—and we all know they’re getting it for free.”
Unlike her sister Kim’s Skims brand, which boasts major celebrity collaborations and inclusivity marketing, Khy appears to rely on influencer endorsements. TikTok star Alix Earle is among those seen wearing the brand, leading to further claims that Khy’s reach is limited to the social media bubble.
As the backlash grows, some former fans are voicing nostalgia for Jenner’s earlier entrepreneurial efforts, particularly the success of her Kylie Cosmetics lip kits. While Jenner continues to dominate headlines, the fashion community seems unconvinced that Khy offers anything distinctive or accessible for the average consumer.
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