The invitation arrives like a page torn from a journal — handwritten, confessional, scrawled in marker across scrapbook paper. Dear Summer, Love Khy, the title of Kylie Jenner’s latest collection for her brand Khy, reads less like a campaign slogan and more like a note slipped under a door. Shot in Jenner’s New York apartment by a natural-light photographer, the imagery trades the polished gloss of celebrity branding for something deliberately intimate: a silk slip at dawn, an open-back dress catching the cross-breeze from a window, the city’s heat-haze pressing against the glass.
The collection marks Khy’s most ambitious expansion to date. For the first time, the label enters two new categories: silk and swimwear. The silk capsule, crafted from 100 percent silk georgette, includes four pieces — a hand-drawn floral print exclusive to the drop, the brand’s signature Leo Leopard motif, and two solid colors in seafoam blue and black. The shapes are deliberately languid: a bias-cut slip dress, a wide-leg pant paired with a camisole, a floor-length gown with an open back that suggests heat and movement. The swimwear, meanwhile, introduces structured bikinis and a one-shouldered maillot in the same leopard and floral prints.
The response has been swift: the silk gown sold out within hours of the drop, and the swim category has already been flagged for restock. Khy, which launched in late 2023 as a direct-to-consumer label built on limited drops and influencer seeding, has matured into a legitimate player in the contemporary space. With this collection, it is no longer just a celebrity-adjacent line but a brand with a distinct seasonal point of view — one that understands that summer is not a color palette but a feeling, and that the right silk dress can hold an entire season’s promise.
The campaign’s narrative scaffolding — a summer scrapbook of New York moments — is not incidental. Jenner has positioned Khy as a brand driven by the rhythm of her own life, and this collection reads as a travel diary from a city that has become her primary residence. Where previous drops leaned on neutral palettes and utilitarian shapes (the ‘Uniform’ capsule, the ‘Leather’ edit), this collection softens the silhouette and loosens the grip. Silk georgette does not hold a shape; it follows the body’s motion. The gesture suggests a broader creative confidence — a brand unafraid to move away from its core vocabulary.
