- KHY's newest collection dropped April 28, 2026; inspired, designed, and largely produced in Los Angeles.
- Jenner fronted a multi-look campaign featuring a sheer white top, a backless black gown, a denim-on-denim look, and a bold topless shot with crystal "I Love LA" body embellishments.
- The LA-made collection reflects KHY's shift toward intentional craftsmanship, local production, and elevated everyday basics.
- Jenner is riding a wave of brand momentum, having just launched k2o by Sprinter in April 2026.
Kylie Jenner is back in full campaign mode for her fashion label, KHY. With a new collection launching April 28, Jenner built anticipation through a series of bold promotional looks shared across social media.
The campaign visuals ranged from a white sheer long-sleeve top paired with matching jeans to a dramatically backless black gown with ruched hips and a sculpted fit.
One standout image showed Jenner posing topless, using her hands as coverage while sporting crystal “I Love LA” embellishments on her arm, a nod to the collection’s roots.
In her caption, Jenner described the collection as deeply personal: “born in LA ❤️ this new collection for @khy is very personal to me. it’s inspired, designed, and almost all of it made here in los angeles.”
As previously covered, Jenner unveiled the LA-inspired KHY collection concept in mid-April, signaling a more intentional, locally-crafted direction for the brand. Standout details include hand-studded embellishments, with each piece designed to be wearable yet elevated.
On the endorsement front, Jenner has kept busy beyond KHY. She recently launched k2o by Sprinter, a beauty-focused hydration sub-brand extending her Sprinter vodka soda line, debuting with an Advanced Skin Hydration Mix. She also picked up a partnership with Alo in October 2025.
As KHY’s sole founder, Jenner has always been its face, and with this drop, she’s making the brand’s LA identity impossible to ignore.
Takeaways
Kylie Jenner isn’t just fronting a campaign, she’s making KHY a statement brand. By tying the collection to Los Angeles through local production, personal storytelling, and rhinestone declarations of city pride, Jenner is building a more emotionally resonant label than the average celebrity fashion line.
The multi-look, multi-mood campaign also signals a brand that’s maturing, not relying on a single viral moment but crafting a full aesthetic world.
The k2o by Sprinter launch in the same month shows Jenner is deliberately stacking her portfolio across beauty, beverages, and fashion simultaneously, keeping her name in multiple conversations at once.
Can KHY grow into a standalone fashion brand beyond Kylie’s personal celebrity? Does locally-made production become a lasting brand pillar for KHY, or just a one-collection story? Could KHY eventually expand to other designers and faces, or does it stay Kylie-only?
