It seems that new celebrity brands or endorsements are constantly popping up: Sketchers x Doja Cat, Khloé Kardashian x Fabletics, Billie Eilish x Nike, and now Khy – Kylie Jenner’s new fashion brand dedicated to making clothes inspired by her personal wardrobe accessible to everyone. Jenner described the new brand as “produc[ing] investment pieces at an affordable price point,” something that already seems to contradict itself. Khy’s Instagram account attracted more than 400,000 followers within four days of its launch – something any independent designer wouldn’t dare dream of.
As a sustainability communications specialist, I think and write at the intersection of sustainability, fashion, culture and consumer behavior. Take a look at my recent work :)
Hannah Ernst 
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