The Launch of KHY by Kylie Jenner
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- Опубликовано: 27 окт 2023
- Kylie Jenner has announced yet another Kardashian brand in the new fashion company KHY. It's planned to be a mid priced label, everything under $200 and based on items in Kylie Jenner's personal wardrobe. However, there are a few question marks; did she copy the design from Betsy Johnson? Is this ethically not okay because of the heavy use of plastic? and simply do we really need another celebrity line?
Beauty Channel: / @underskinyt
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to me Kylie has no sense of personal style. she's the definition of someone who is fashionable but not stylish. to me, to be stylish, someone wears things that are unique to them and have an "effortlessness". Kylie just wears whatever is on trend, and with the help of a team of stylists and others to make her look good, is extremely fashionable. but I think her personal essence is missing. I have no clue what Kylie would go into her closet and pick out BY HERSELF to wear - hence no personal style. I think thats why this brand doesn't hit. a clothing brand from Kendall would've made much more sense.
This is kind of like most celebrities these days to be honest, even the ones whose style I really enjoy, like Zendaya, or like Doja Cat, I’m very aware that those styles are promulgated from stylists, not from the celebrities themselves. I don’t think we have had a celebrity that styles themselves that’s become a fashion icon since Alexa Chung to be honest
@@understitchYTdefinitely Alexa Chung is one of note. But I'll also say Kanye West too. He was very influential in the changing rap/hip hop aesthetic out of that baggy/highly masculine aesthetic. Guys like Asap Rocky, who are often applauded for their style, I think Kanye paved a way for them.
agreed
agreed you can even look at her MET gala looks. they're always off the rack basically. Shes not someone I associate with being a fashion girl.
This is 100%a cash grab, because kylie had switched to a clean girl cottage core aesthetic from her Instagram baddie look and now she's going for an edgy matrix look like the betsy Johnson brand. So if its based on her personal clothes why doesn't it match her Instagram aesthetic.
Yeah I get what you mean, but theyre also quite celebrated for beingn able to monetise their every hobby and change. Its certainly interesting for the evolution of celebrity endorsement/brand history if youre a nerd like me 😂
Lolz yes full Balenci mode entered! I wanna see one of those videos Kylie by Balenci
I would never consider betsey Johnson and the matrix similar, but ok
@@baby.nay. betsey Johnson and BETSY Johnson are 2 different ppl. You mean betsey Johnson the 80s designer not betsy Johnson.
@@walkermorgan1710 yeah the ai ones lol. Kardashians by balenciaga would be so fun!
I’ve been living in Shanghai for a few years and comparing Fashion here to what you see from the west is insane. KHY’s design language of ‘borrowing’ from Peter Do, Balenciaga, Cos, and Rick Owens have already been done here too many times to count. Even the ‘celebrity’ endorsement aspect: China has plenty of influencers pushing these brands with young rich Chinese making them that I’ll come across something new every day. KHY is just finally seeing this play out somewhere else. It’s an interesting phenomenon that I wish someone documented more.
Is it like korea where the aesthetic is in every single new cafe as well?
@@understitchYT yes and no. Cafes here are a dime a dozen (I think Shanghai is the city with the most cafes in the world) and I’d say most of them are copy paste, with spaces made to be used for taking pictures for social media but some of them are beholden to the design of the building that they opened in. Like fashion brands most of them are run by young Chinese, and a lot of the times cafes are inside of the clothing stores
THANK YOU because it really is like that. The western media presents something done multiple times in the east and gets mad while the other part of the fashion world is enthusiastic about it
@aofmual yeah you are proving my point
I don't need a celebrity designer line that mimics what's in their closet or what a stylist selected for them, these people don't have a vision and they are cheapening the craft of fashion design.
No vision?! Her stylists just told her to be offended by that 😂
as they wipe her behind.@@understitchYT
*I do not trust Kylie.* She sold the lip kit promising everyone those lips, but denied having work done for the longest time. It really felt like a bait-and-switch situation. Fool me once.
I have some of Skims shirts etc, and those items are really quite lovely irl.
Your videos are amazing and I really enjoy them, thank you, you are a wonderful creator.
I have a whoooole video about kylie cosmetics and their plans were certainly very interesting, very very meticulously planned, very cash grabby but accidentally succeeded
Skims is interesting, its not new product of course but great marketing
Abd thank you, Im so glad you like my content 🥰
if you thought that a lipstick will give you filler, then… 😬
The Kardashians in general have a dodgy background in clothing deals and make up contracts.
you bought lip liner thinking it'd give you big lips? be serious.
@@MisterMcKnightif it was marketed to them that way. yes. clearly you don’t understand the way marketing works. you be serious lmfaoo
kylie is literally a market research tool
The wealth of information this family must have on their fans
💀 that’s so true
I’ve seen the paps pics of kendall and hailey wearing khy, and it doesn’t look good on pics, sooo in person it won’t be any better… i’ts giving H&M!!
Its not far off h&m prices so it wouldnt be too surprising
Not better than Zara I suppose 😂
When you analyze the history of Kardashian brands 100% of them were either full on scams or just stealing and making copies of something that already existed (yes 818, I mean). I am ready for Kardashians to fall into irrelevancy.
What was that shoe brand that was actually a scam? (The same people run savage fenty now) and the credit card too 😂
Skims is a great brand, kylie cosmetics was a real thing, good american is stil selling worldwide, even skincare - yes, people buy and repurchase it.
@@mantolinez you know what's so interesting, the people behind Skims and Good American are the same couple, very interesting
they’ll never be irrelevant 😊
I do think luckily people are starting to get this, Kylie Swim and Baby were huge flops and who even knows what’s going on with Kylie Beauty, Poosh, SKKN etc anymore.
They’re still probably far from irrelevant but it’s nice to know their fans aren’t actually as stupid as the family thought.
i'm so happy that i found this channel. i didn't even know that Kylie had and was launching a fashion brand. i love that you educate your viewers.
Im so glad! She only announced it this week, but the internet is very divided on it tbh, what do you think?
@@understitchYT looks and smells like a cash grab to me. however, when Kris Jenner is in the background pulling the strings...you have to expect the unexpected. they wanna see how well the capsule collection is received first, then and only then will they put real money behind the label, because what would be better for the Kardashians (and their television show) than to have cameras rolling at a New York Fashion Week fashion show for the label.
I SO RESPECT you for putting your stake in the ground ahead of release. It’s all too easy to rationalize any outcome post-factum. But it takes deep expertise and confidence in that expertise to make a prediction and suggestions beforehands. ❤
Id be more than happy to be proved wrong though, theres certainly a need for more ethical affordable brands
I think @understitchYT is really kind when it comes to analysing Khy. Unlike Alexa Chung and Victoria Beckham, Kylie doesn't have any sense of fashion at all or her own personal style (there are clothes being put on her for marketing reason). This brand will only sell in the US as only Americans with no taste will pay for rubbish like this.
Ethical and affordable are two words that are almost antithetical to the Kardashians. Affordable can be resolved. Ethical…
I’d even suggest that as far as fashion goes, the most ethical choice is to NOT launch any new brands at all. And that’s only one angle of “ethical”, ie the environment. But there’s a whole lot more
I’m not even going to watch this .
I don’t care what amount of mental gymnastics people will keep on doing to justify these money grabbing people .😡💅
#ENOUGH
@@camilaxcastillo but supporting this channel is important also as this is a genuine fashion & beauty channel.
Learning to make my own clothes was the best gift I ever gave myself. It's funny how some want to be carbon copies of each other- this style isn't even interesting, new, comfortable, reasonable, or anything functional. I have garments that are 100% natural fiber, well constructed by my own hands, that are unique and that work in my life, that I love. They won't be worn by 1000s of people. THAT is cool.
What I love about making clothes is the understanding of textiles that comes with it. Like, I can go to a store now and truly know how much went into it, and thats so valuable
Hi how did you learn on your own and long did it take to get there ? Did you go to school or taught yourself from online or had some help learning? I’m really interested to know your journey I want to do the same!
I would also like to know how you learned?
Hey yall! Sorry I didn't reply. I am by no means a master sewist and have only made a few pieces that are feasible and wearable for me based on my own self taught knowledge! I learned to knit and crochet first so I have quite a few handmade crochet garments like shirts and hats etc. I am currently teaching myself sewing clothing!! It's a process but there are SO MANY great YT people who have so many tutorials. Starting with the basics and mastering them, then I'm going to try and learn fancier things like gussets etc.
She will learn that just like kylie cosmetics, when you base a brand off of your fleeting celeb status it will fail. Not just with kylie but other celebs too. Like rihrih
Maybe thats exactly what she wants though, maybe she just wants to make a quick dollar and make it fold quietly
my immediate thought on celebrity brands is that they will have a hard time with longevity. That's why brands change their face every so often to make it new again. With a celebrity brand, you will always have the one main identify.
Yeah, thats why so manybrands swap CDs, so that they can have a new ‘era’ and revamp their look to stay reevant. But with celebs its very hard to do that. Perhaps thats why shes bringing in a heavy sense of ‘collaboration’ so she can change to a different look with a different season
true@@understitchYT Kate and Ashely did it right by not using their names or faces in Row. Plus the quality sold itself (well... to the rich).
Gotta admit I’ve never been huge on fashions and brand houses etc but I came across your fenty video last week and I’ve watched nearly your entire channel so far. The way you present the topics are engaging and leave me genuinely wanting to know more. Great work done over here 😊
Wow thank you so much! Im so pleased that you find my work valuable 🥹
I feel so bad for Spanx because their quality is incredible. I’m a 90s baby, so I grew up hearing Spanx as a punchline on tv shows. I stayed away from them, but happened to see a RUclipsr who styled the most gorgeous féaux leather leggings(I guess I was influenced lol). I bought them and looked more into their products and wow. I really wish they designed more ‘sexy’ clothing items and re did their marketing. A plain (with built in shelf bra) long black dress would be the dream.
Id love to do a video on spanx, Im not sure how itd go, but the creator was so clever and the way she came to make her brand is so interesting
@@understitchYTI’d love to see it! Btw do you know the RUclipsr Luke Maher of Haute LaMode? I swear you sound like their European fashion twin
Yeah I love Luke, he seems like such a nice person. Id love to know if he has ever seen my work 🥰
Hey Spanx, are you listening! Time for a rebrand and expanding your line, don’t let Skims steal your thunder.
As a fashion design graduate, I love your videos and can appreciate your research on the marketing as well how this translates down to the consumer. Can you do a video on Virgil Abloh? I think he was a fashion genius and his career in fashion was simply amazing. Keep up the great work!! 😊
Congrats on graduating! I studied fashion design it is NO JOKE
threaducation has a virgil abloh video i believe!
Fashion merchandising here congratulations
For the short term I think it will do ok but long term no. She’s had two other brands already that no one cares about today.
She has more than two brands noone cares about 😂
There is a huuuuuuge difference between The Row and any KarJenner product is that the Row is quiet Luxury pieces that is very pricey but are pieces that will last for ages in your wardrobe because of its quality, saving one money in the end of the day. This Khy merch is the same quality as Fashion Nova or Shein, fast fashion/low quality but the difference is the less accessible prices for the masses, because $275 dollars for a faux leather dress is not accessible since we can barely afford groceries these days.
Yeah youre right
Please don't buy faux leather, it only lasts for year or two and then it's useless. Buy real leather pieces that are goin to be with you for years and years, second hand real leather is a good option.
Second hand is usually where to go. I like the look, but often its so hard to break in, second hand is done for you
As a vegan I am pleased that “vegan leather” is becoming more fashionably acceptable, but I can’t bring myself to bring these into my wardrobe. I still buy second hand “real” leather for the quality and the aesthetic.
@@marycoyne1889vegan leather is PLASTIC it’s so environmentally damaging it’s too long to put it to you here in a comment. Please do look into the manufacture of it, not only is it carcinogenic (cancer causing) it is non biodegradable and has toxic byproducts that damage land, water tabl3s and kill animals at an alarming rate by releasing dioxins. Please I would implore you to do your research,
She had a makeup brand when makeup was big, she went on to skincare and now that that’s bleed dry now we get Khy.
But I do think she has got something in that circumventing the traditional H&M x whoever is smart. She can build a brand with the help of an established brand but not fully this X that.
the brand doesn’t have to stand out itself that much because it can leverage already existing aesthetics and making them this price point is bringing it to more folks.
Yeah, she is just leveraging existing aesthetics. So this makes me wonder why she didnt just partner with h&m and have kylie&m as a whole brand, they could have stores with that kind of partnership. And if it fails just cll it a popup
@@understitchYT prestige?
Congratulations GOD say yes who can say no
I don’t think any bit of analysis is needed to know if this is a cash grab or not. As someone who can find an amazing vintage lamb skin trench for under $50 at any given time online, I would never consider buying that pile of plastic for $200. I really hope these fan girlies come to their senses someday, there’s so much more out there to help elevate your style that will also last a lifetime.
Always second hand is best, esp when talking leather, much cheaper, often better quality and has a nice patina to boot
@@understitchYT AGREE 💯. I don’t buy anything new, and I make my living reselling clothing!
and how the hell do you find the trench? in your size? people be talking shit but this simply isn’t the reality 😂 and being petite is awful and until then i have no choice but to be happy that anyone is coming out with my aesthetic.
I wonder where and by who will these be manufactured... 🤔
I get who will buy it because she has fans, but my question is who will actually wear it
China and underpaid Chinese people
I was literally waiting for you to put out a video about Khy, when I saw Kylie do the IG rollout the first thing I thought of was what would understich be thinking, and what would her analysis be, so glad you put the vid out this fast and this detailed
Hahahahha i cant believe you saw it coming! I wasnt even convinced to do one when I first saw the brand 😂
Maybe I'm missing something but I found the rollout to be really confusing since the first time we saw the pieces was in the wall Street journal mixed with other designer pieces. Had they debuted the Khy pieces and then had that photoshoot that would make a lot more sense but everyone was left guessing what was hers and what's from other designers. There were trousers I would have considered buying if they were at the khy price point but then I realised they were Mugler lol. Also, I can see the dresses selling but the high street market is already saturated with black leather dresses and maybe Im wrong but I feel like, for the most part, the type of person who would wear a leather trench coat with proportions that dramatic or the Moto gloves they're selling most likely wouldn't buy them from Kylie Jenner.
Yeah its confusing, not only for the photoshoot you mentioned, but also because its hard to know who the customer is that will wear it. They did recently just show off a very plain black stretch dress on instagram though and it makes me wonder if the faux leather stuff is just to get the attention and then those stretch dresses will be their cash cow
I agree on the rollout for sure. The market is indeed saturated with a lot of leather dresses already, it needs a certain dna. But then when we look at skims, we could've said the same thing because they are just basic pieces, underwear or shapewear and it still is very successful BECAUSE of the rollout, the marketing and for the quality even if it is a higher price point
I think its pretty obvious that the launch of khy is only meant to be a cash grab.
We do not need more celebrity brands!This only fuels unsustainable overconsumption ☹️
It certainly looks that way for now, Id love to be proved wrong and there is a sliver of potential because of emma grede
With her launching and quickly failing with Kylie Swim im sure shes learned her lesson in terms of quality pair that with her successful make up business, I can see this kindof doing well.
Her biggest hurdle imo is will this possess a design aesthetic that can poach customers from Zara or H&M? The price point is very similar but the products arent. But i can see Zara for sure dropping a similar product line to compete.
The launch of this brand is going to be interesting either way.
Zara could probably have a similar product on shelves by the end of the week with their logistics, itd be haard for khy to compete with that chain. The real draw away from zara will be her celebrity, but is that really enough?
@@understitchYT I am ngl it makes my day when you reply to me lol!
That's what I was thinking as well, like I know she has a fan base, but is it enough to make this cash grab worth it? She has a strong visual language, but people don't really remember what she's says or does outside of that.
Yes, exactly, when something is supposedly this subversive, how strong can they rely on their fan base?
Also, I’m happy to see that you like when I reply, I tried really hard to reply to comments 🥰 i
paying a hundred bucks for plastic, nah
I vote cash grab. I have said this many times but point of view does not equal having good taste. Kylie Jenner is a very successful woman, mainly built on top of her famous siblings. The problem I see with her and where fashion is today is that there seems to be a clamoring for something "real". KHY is literally the antithesis of real...right down to the celebrity. Her obvious loads of cosmetic surgery, her thumbing her nose at sustainability, and blatant copying...there is nothing real here. I loved the line you had about whether she has a sense of fashion or lots of stylists that dress her. It is spot on. When you get to a certain level of celebrity, I think you start to believe your own BS. Especially when you are famous for being famous. I have always said the Kardashians/Jenners are just todays version of the Gabor sisters. Famous for being famous...who remembers Ava Gabor wigs...lol
Youre talking about authenticity and its actually a well studied thing in retailing that helps a brand connect with consumers and therefore sell more to them, which actually for celebrity brands used to be a large reason they sold so much. Its interesting to me that we are so far past that now that its seen as inauthentic primarily. Almost like celebrity cash grabs have worn down the customer tolerance
@@understitchYT Yes, I believe that is spot on.
Oh sorry but you're comment screamed hater although I am not a kylie or khy fan either
@@en2186 Hater of what? A lack of authenticity? I don't care for her personally, but I do mention that she has worked very hard to get where she is...even though her family gave her a huge step up to get there. Do I think she lacks good taste...yes. None of that says "hater". I think it's time for you and those like you to grow up and join the real world instead of try to instigate something.
@@en2186and your comment screams pre-teen Kylie fan 🤡
Her family has dabbled in fashion for years so I feel it is a cash grab. She does not have a style of her own that she developed and continues to developed, nor does she have fashion sense.
Dash anyone?
@@understitchYT?
Celebrity cash grabs are a really nice way of saying a "pump and dump" scheme
Pump and dump for sure
i just found your channel a week ago and can't stop watching it! thank you so much for the work, i feel like i learn so much even when im currently in a completely different industry
Thats so nice to hear, thank you so much, I hope theres enough to binge for you 🙌
Man… this was such a great analysis! This channel is a treasure trove of incredibly valuable business/marketing knowledge and insights. I’m always learning something new and will be consulting these analyses again when I’m ready to bring a product to market! Thank you!
That makes me so happy! Im glad to be of help 🙌
Such a smart analysis!! I appreciate your making sense and perspective of the whole celebrity fashion brand phenomenon.
Jennifer 💕💕💕 very happy to see you when going through the comments. Im glad you liked the video ❤️
So informative, as always!! Thank you!
Im so glad you enjoyed it 🥰
Really informative once again. Thank you for putting this together
I’m so glad you enjoyed it, thank you for the comment
Really enjoyed this style of video. It will be interesting to see the how things go when the brand launches. As with Kylie Cosmetics I think a lot of people will buy from KHY just to see what it's like and then they'll be plenty of reviews/hauls all over social media platforms, creating further publicity for the brand whether or not the clothes are actually any good. Outside of that, Kylie has plenty of fans who will buy whatever she's selling so I assume the brand will do well at least initially. Plus if the first collection isn't amazing a lot of people will sill buy from the second and third just to see if it gets any better.
Yeah I really agree with what you said. I think theyll use the fame and the fandom to keep the buzz going as long as possible while having little cost
I love your content, everything is so well researched! I just watched your Rhode video too, thankyou for making my day ❤
You did? Thank you so much! I really enjoyed making that Rhode video, so Im glad its had some love 🥰
I just dont want to give them a single penny of my money tbh. More deserving ppl out there
Most people in fact
Avoid all celeb brands .
Most bad, not all tho
Thank you for shaing, love your videos.
Glad you like them!
Okay PLEASE do the rise and rise of The Row and the rise(?) and fall of Victoria Beckham
I really desperately want to, I keep planning a date and pushing it because Im so busy with this Alexander McQueen life and death (its coming out slowly in chapter on my patreon and is not half done and 2 hours long). I think the brand is so interesting so its really a must, I want it soon
Great vid, ominous London and or U.K understitch voice! Swear these vids gone help a young future fashion journalist win!
I hope so!
The Kardashians are literally recycling shit that kanye probably drawn out but didn’t develop. Skims is heavily Kanye influenced now this.
He’s still in contact for sure; the skims branding is his idea and this idea of a celebrity high street brand was his from many years ago, I remember him talking about it
Yeah and kim was still his muse. What should kanye do wear the bras himself? Would it be as successful?
I truly enjoy your contents. Your marketing POVs paired w in-depth analysis have not only been entertaining but also educational. Thank you so much for sharing your expertise to your audience. ❤❤❤ I surely will recommend you to all my friends and family to benefit from your invaluable knowledge;edge 🙏🏻🙏🏻🙏🏻🥰🥰🥰
Im so glad you enjoy my videos thank you for recommending
I like how versatile Kylie is with her looks.. ppl act like you have to stick to one aesthetic
Its nice to see, but it does scream stylist, or that she has no personal imput
One of them must be her
almost celeb outfit screams stylist, the mass just likes to act like some do it themselves😅
@@en2186exactly!
I feel like the only reason why Kylie came up with KHY was because her Kylie Cosmetics was failing at every turn, she probably forced her sister Kendall and their friend Hailey Bieber to wear her clothing for more recognition and spotlight; Kylie is tryna surpass Rihanna which will never happen, not even in a million years😝
Oh I think they'll surpass Rihanna soon, Rihanna has one company, even just Kylie alone has a minimum of four (Kylie Baby, Skin, Cosmetics, Khy)
I was waiting for this video!!!
Youre a psychic 🔮
Take a shot every time “however” is said, man would I be toasted. Great research and content on this channel ❤
Best word in the dictionary 🤷
A lot of the clothes were dull rehashes of pieces that you would have seen from numerous designers in the early 2010's such as A.Wang (specifically the black faux leather sleeveless high neck moto vest/bodice) and also a mix of recent Diesel collections by Martens, as well as Dion Lee, and KNWLS (however, far more lackluster). Also, I see hints of vintage Montana/Mugler (past and present) in the trench coat specifically. Also, I felt the placements of boning, moto motif inserts, seaming, zippers, and overall silhouette tailoring in these garments is incredibly underwhelming for someone with her kind of access. Like, girl, you have the the money, resources, and time to consult/hire/work with the best of the best in executing potentially great work and yet this is what we get. yawn.
Very very close to wang. I didnt want to use his name in the video for obvious reasons, but its so close I had to. I also very mych agree abiut Dion Lee, KNWLS and Montana/Mugler, but also now that I think about it, its quite close to ORIGINAL Yves Saint Laurent when he started to do leather work too
Thanks for the video! I didn't even know before that this was happening since I'm not on ig anymore.
Only thing is I would have loved a ciomparison to Good American by Khloe. Maybe she wants to go in that direction? they have been quite successful for some years now and that may be the inspiration behind this brand too.
I was thinking about it and its so interesting that the three most profitable areas of fashion; underwear, denim and leather, now all have kardashian brands
We just need a full on t-shirt brand next 😂
Launching a petrochemical based product is completely unconscionable. Consumers are careless but the fault lies 100% with the company. In addition, the fact that the line is designed to fail and the product is bound for landfill as soon as it hits the rails. Unsustainable in every aspect.
Yes, the choice of product 100% lies with the company. When I said that the only way to buy sustainably is for the individual to actively do so, that too was blaming the companies (both high and low) for not being ethical enough to care more for the environment than money
Wow, you are amazing. The level and range of your knowledge is just mind blowing.
its a lifelong obsession with retail, I went to uni for it and everything, love all of this stuff 🥰
🙏🏼🙏🏼🙏🏼🙏🏼😁 well thank you for sharing your knowledge it really means a lot
excellent video, I think you have a very well informed approach and just deliver facts - with little personal opinion, or if you do - you rationalise it back to evidence backed data - a true professional
I tried very very hard not to put my own opinion in there, and when I do I try to make it explicitly clear, like at the very end of this video, what I said about the speculation. Ultimately, my opinion doesn’t matter if Im wrong, so I steer clear unless extremely well evidenced
amazing work and very well researched, you are a treasure@@understitchYT
Amazing analysis as always, especially with so little to work with ar this time! You mentioned how skims fills a market gap, will you be doing a deeo dive on that brand? would love to learm more about them and what they truly bring to the market ❤ thanks
I desperately want to do a video on Skims, Im trying to time it so I can have a SKKN video for my beauty channel at the same time, I just thought thats cute
😮 but just because you go to the fashion show does it mean you know fashion and what goes behind it
Exactly
thank you for your expertise!
Im glad you enjoyed it
Like you said, this brand is not particularly unique, so I am not uniquly upset about this brand. However, I really think we should rethink our conceptions of democracy and "democratization." Something has hardly been democratized when the people laboring have no ownership or agency. Great video tho!
Democratisation can also mean to allow it to include everyone, so in this case I used the word to describe how the brand allows all to buy because of the affordable price point
I think it’s smart of her to do an “affordable brand” her fans might actually be able to afford it unlike other celebs lines
Yes, certainly it plays well to her core fan base
Bro most of the clothing you could prolly find at an H&M or something, celebrity brands are 100% a cash grab, and lackluster in quality
Great analysis!
Thank you 🥰
It reminds me of the Mugler x H&M collab, very underwhelming, somewhat good quality, but for a promised affordable price. I don’t see longevity in Khy but this may just be the start, maybe it’ll improve.
Meh product, meh quality, great price point (and yes very similar to mugler hm)
Thank you for commentary. Would like more information and emphasis in all your work on the ethics (or lack there of…) of each designer & brand you cover. Every content creator, and every consumer must come to care about our shared land and water. And so, more detail and more emphasis in your RUclips content about how and where the brand’s product is made and how - from garment workers to factories to fabrics, etc. And the impact on the land, the water, the animals and the workers connected to the production of the product/brand. This would be greatly appreciated. Thx.
I genuinely wish we knew! I know the EU is working on transparency laws, which will be very impactful, but finding the manufacturing and logistics is just impossible, especially for luxury brands, and without that its hard to comment. I do hava couple videos that go more into detail about that though, when the companies use environmental impact as a selling factor but dont really help (my video on Botter comes to mind), but I will be more careful to include that if I can
Kylie and co have an army of stylists and make up artists and that's great but they don't have a creative bone in their body and it reflects in anything they release. The only people who buy their stuff are the ones who have fed into their cult of personality.
To be fair, I don’t think she’s coming up with the ideas for the businesses either, I think she’s just being advised as to what has a wide margin
@@understitchYT I hear you but them not having a creative bone in their body is what pushes them to have all these ghost designers and entrepreneurs who they then cosplay as, and it all comes across as inauthentic. Maybe the ppl who design for them are talented, but they are designing for Kardashians and their fans. It shows in their work
THIS CHANNEL IS SOOOO UNDERRATED
Thank you so much 🥰
I watched the rise&fall of Kylie Cosmetics and then came here. Such brilliant videos with insightful analysis. Loved it.
Oh Im so happy you found both channels 🥰
Please, please do 'The rise and rise of Skims'. I'm really interested in your insight
Seconded!
Great video very informative
Thank you so much
On Kylie’s history of bad quality with Kylie swim. The fail of Kylie baby and the bad products of Kylie cosmetics it’s clear she is known for relying on her name rather than doing the market research to bring a quality product. Hopefully this brand will be different as Emma Grede helped her launch this brand and she is apart of the success of skims and good American. The pricing seems smart for her audience and the prices match her style and the trendy minimal look she has followed. It has the potential to do well if she maintains quality and great branding and affordability. I doubt she will create something original.
It certainly has potential, Emme Grede is so smart, what she did for Skims is amazing. They do kind of have a gap in democratising that gritty minimalism feeling that not too many brands are doing at that price point right now. But basing a company on a trend is risky. I wonder if they will change aesthetics with each collaborative designer; if so, this venture is very smart
@@understitchYT I agree, a fashion line based on trends doesn’t build brand identity. At least good American’s initial identify was good fitting jeans for women of all sizes. That was a niche and filled a huge gap in the market at that time. Having a new designer based on different trends each collection could work but may build a disconnect because the brand is supposed to reflect Kylie’s style/wardrobe. But clearly Kylie is someone that just follows trends so her style is very broad and might not be niche enough to build a connection to her fans. However if Kylie is seen actually wearing her clothes often in real life, it could work. If they take away the focus form Kylie just how good American doesn’t rely on Khloe’s image for their brand’s success, it could work. Emma Grede maybe her saviour lol
Possible cash cow concept for the understitch channel:
"...However..." T- Shirts. 😊
Thanks yet again for another thoroughly inspiring and educational video.⚡
Your 10% is in the post 😂😂
i think itl fail with honesty cause she doesnt really have history or good enought knowledge of fashion patterns textiles and i dont think we need more fast fashion in this day and age.
100% any technical jobs are done by either hired people or outsourced to the factories that made the garments
You probably slept during her king kylie era because she was incoorporating a lot of leather, mostly leather boots and jackets
i think there might be an incorrect fact in the video at 08:55
Amelia is actually a Berlin company iim pretty sure , because today i told my boss excitedly today that it's a Belgian company and he said it wasn't he was actually there teacher when they where in school in Berlin. ( i work for Stephan Schneider) still great video tho idk if the company is Belgian based perhaps but yeah just added information
namelia####
Yeah sorry someone else caught that too, I know its berlin, I guess Belgian just came out😇
Also I bloody love Stephan Schneider, I asked about them in Machine A maybe in 2013-14ish and they didnt know him, I was so surprised (they were quite rude about it actually)
Who is buying this honestly??? How can one expect anything from a clothing brand made by Kylie Jenner honestly
I think a lot of people will buy tbh, its wether they will wear it that makes me question
Can you please do a video about Olivier Rousteing from Balmain ❤
He doesnt have his own label right? Maybe I can do his life story
@@understitchYTOMG yess thank you very much ♥️♥️♥️ luv you
damn, it kinda looks good for the price, or it may just be the body who makes them look better
Yes, I’m very curious to see how it looks like on a non-celebrity body
Awesome analysis
Thank you 😅
Will the Phoebe Philo video be uploaded on RUclips as well?
Yes, it will be, it’s only early access on Patreon for now. I don’t like having totally exclusive stuff, I understand not everyone can afford it and it’s unfair to have it behind a pay wall that some people cannot afford ❤️
@@understitchYT no worries any kind of decision is your decision and I respect it, you're always upright and honest about anything
Hello 👋 Thank you for the new video ❤. Would you do one on Tommy Hilfiger please ?
I would looove to, I think more afforable brands are really interesting, idk why they never seem to do as well in the algorithm, but I find them interesting so 🤷
That's great too👍.
Kylie is copying what everyone else is doing. She sees other fashion brands making money, so she wants to follow along.
Its such a shame
That whole family does too much. Nothing IS ever good enough for them. And people need to stop calling her a billionaire. I thought she lied about the billionaire status years ago. I get that her total sales for her makeup line from all these years added up, but a lot of people don't seem into it anymore. She already has a bad reputation because she's not a good person. So, giving her a billionaire status doesn't help.
This makes me think slightly of the designers collections that was happening with Shein, unethical items poor quality however trumped by delivering designers work at a low price point. Shielded by the criticisms by consumers feeling as though the partnership gave previously unknown designers a chance at fame while giving the consumer the look they are going for at a low price made ignoring the unethical practices easier for many and helped propel the clothing.
I think KHY could easily maneuver itself well into, the frame of "designer styles for less than designer prices" and achieve longevity, particularly if it went hard into collaborations with smaller designers and the Kylie aspect was used more as marketing rather than a direction, I genuinely think this could stand to legitimise the brand and may help consumers overlook their hang-ups about the company.
Thats what I think is their beat chance at success, just doing downmarket collaborations over and over
SIDEBAR: do you have a video where you've filled in all four quadrants of your fashion brands matrix? Would be keen to see the maximalist brands on an affordability scale too
Actually, I think Phoebe Philo's brand fills in all four Ps, I think thats perhaps the only brand, that I have used that visualiser for that has, but several brands do
🚨wake up guys!🚨 new kardashian cash grab dropped😍
Pahahahhaha
🤣🤣
🤣🤣
I'm a little annoyed with a lot of the critique because i don't think there would be so much if she wasn't a Jenner. If you want to critique the fabric, talk about Mugler x H&M as well. This feels very much like the Victoria Beckham launch - people forget she wasn't the minimalist she is now.
Maybe it won't last but it feels more approachable than Fenty. It's not for me but I'm interested to see where the brand goes especially in comparison with other stores like ZARA, COS and H&M which feel like closer competitors than Peter Do and Rick Owens.
I don't get why you're annoyed? Some of the critiques & skepticism are valid based on her past track record.
@@lulukazhila6309 her track record or that is her family? And what do the critiques of her have to do with the clothes? Many people say the don't like the Kardashian/Jenner's but what why? What does that have to do with the brand? It would be one thing if the makeup brand didn't pay vendors because that would impact Khy, or say she style the name from a smaller brand or say the brand is in partnership with Shein. Not liking a brand solely because of the founder's last name is ridiculous imo. No one has to be interested but the active dislike over something that hasn't even been released is strange. I'm a smidge more interested than agnostic but the reaction has been telling
Youre right there is more skepticism because she is a Kard/Jen, but the other commenter is kind of also making the same point with a different tone. She is judged and that comes with baggage. Not just other people in her family but Kylie herself has had several cash grab products and brands that have left customers worried this too will be a low quality brand. Plus, because of their wealth they can afford to have good qulity products now and yet are still actively choosing low quality to make a winder margin. Youre both right about this
However, youre also right that this brand is more on the lines of a high street label, which will help them avoud those quality assurance complaints and hopefully be more approachable than fenty
@@blackathena1565Her track record in terms of business performance wrt to her other failed ventures such as the swim wear line, the skin care line, her makeup line which slumped in performance over the years. These are valid factors that can be taken & should be taken into account when making a determination of the likelihood of success of her upcoming brand. This is just a basic business principle. It's not personal. It's just a fact. The video did an excellent job in making its case by presenting well researched information in a fair & informative way. Credit was also given where it was due. There will always be people who don't like her simply because of who she is. But that's life.
Facts were spoken
18:17 real fashion lovers do not like the idea of a garment selling out in mere minutes because then why would I want to dress and look like everyone else? I rather have garments done by brands will really no hype so I can feel like my garment is rather unique and unattainable.
But if you're important enough then there is no such thing as sold out. Don't hate just because you're not where you need to be to get what you want.
Its a tactic used by both luxury brands and fast fashion alike - though luxury use it in limited drops or downmarket collabs, while high street use it for anything like this where they want that longer promo. The goal is to make it *feel* unattainable so it feels more desirable
@@kendi1417this response makes no sense and gives low IQ vibes
Home girl is desperate for some easy money 😂
Youd think the last billion wasnt enough
I don't understand how she just launched khy and its already won the innovator award by WSJ.... HOW???
Very suspicious
I would be ready to bet that the photographed products were actual leather and/or heavily retouched…Saw a review videos of some of the actual pieices and it looked nothings like the images 😅
I need to see more reviews, so far Ive seen nothing
Everything that Kim wears is in this collection, apparently. Kylie products are well known for low quality and high prices, so I highly doubt the products will be high quality with affordable prices. Her make up brushes were so cheap and yet cost $400 for the whole collection in a also cheap bag
Oh yes, the make up brushes were terrible, that brand really went down like a lead pipe
This just sounds like an announcement to copy other designers by claiming democracy for the mass? Crazier is most mass will actually buy into this.
Yes pretty much, thats it in a nut shell
Waiting for your "Phoebe Philo" Analysis
Its out now!!
@@understitchYT 😍♥️🥰!!!!🔥☄️
I know the creator here considers this price point to be accessible but she, Kylie and the fashion industry are not living in the real world where most people are dealing with the cost of living crisis. These prices are not reasonable for a brand targeting 20-somethings.
Its only affordable when you consider its faux leather. $98 for that isnt too unrealistic for high street brands. But I do think the other items will be much cheaper too
I LOVE YOUR CHANNEL
I LOVE YOU! Thank you for another comment 🥰
I know this is pedantic, but the phrase is "a double edged sword", because it's the edges that cut. A sword can have only one sharp edge. Otherwise, it's lovely way to start my Sunday with 2 videos from you.
I don’t mind pedantic, honestly. I can’t remember which part of the video I said it in, because it’s not in my original script I apparently adlibbed that, so Ill just trust you I said it wrong 😂
Please do one about Wolford
Oh interesting
"I haven't become a billionaire by respecting the environment." probably Kylie Jenner :)
PROBABLY 😂🧑🏫😅💅🙄🥰🎼😀🥰🤝💅💅😅💅😅💅
Cash grab, but because I am an eternal optimist, I will hope she is going for longevity and reserve judgment for now. Whenever I think Kardashian product, I think cheap materials and no thought other than money. If that's what this is, this may be one of the last times, people- even their fans- fall for it.
Im also an optimist, so I hope whats happening now is just to make buzz and they move on to something more original next
KarJenners are the Queens of cash grabs
Queens of cash grabs, that should be their next forbes cover
would love it if you did a video on Skims
How did you read my mind 🧠🧠
@@understitchYTomg clearly great minds think alike 😭 i look forward to it
The balenciaga switch hit so hard😂😂😂
Bait and switch 😂
@@understitchYT ilysssm you've made my day with this!😭❤️
That is some brutal honesty Anna.
😅
The Khy editorial looks so much better with the Helmut Lang typography at 6:37 lol
Kylie could've very easily collaborated with existing brands for a collection, rather than creating her own brand. I don't think she realised how much work and effort she actually had to put in creatively in order to be successful.
With all the experiences Kylie has gone through in her life, it would've been great for her to tell a story with the clothes. One that's uniquely Kylie. For example I would've loved to see her play with proportions in relation to silhouette in the collection as sort of a satirical take on all her plastic surgery controversies or even a collection exploring her experience with motherhood. Just something that isn't the commercial products that say absolutely nothing.
There's a lot of small independent designers that put their all into innovating with a fraction of the budget Kylie has. This drop was just underwhelming and disappointing.
Im glad you like my poor photoshopping skills 😂😂
Going off of what you said, if it was really important for her to get a name in fashion, why didnt she create a fund or a grant wherein they can champion a new designer each year and help them with the marketing of it, take a small cut of the profits and theyd have so much credit for not a lot of money, theyd make profit and be able to avoid negative criticism
Don't you think Kylie saw 1st hand the difference between own brand vs brand collaboration???
Her sisters, Kanye, her baby daddy, the industry she's in...
This would've been the right move for her, especially with the lack of funding for small fashion designers following the pandemic. She did collaborate with a fashion brand for the drop which gives me hope that she might continue down this path, there's a lot for her to explore. She could consider taking the Moncler genius collaborations route, although I'm not sure it would be as successful as she generally doesn't have the repertoire that Moncler did to make the collaborations somewhat successful. Only time will tell if KHY will ever be considered a legitimate fashion brand. @@understitchYT
@@sufi8903aaand? She still made a poor choice
I think going sell out fast 🙄🙄
And I expect them to make a hullabaloo about it
As affordable as it tries to appear, I would never consider buying faux leather again. It only lasts a couple of years, then the polyurethane coating starts to shed and the piece becomes unwearable. It's much better to get a piece made of genuine leather even if it is more expensive, but well-maintained leather can be worn for decades. Even as it ages, it still looks good, evoking that vintage feel a lot of people like.
Do you buy vintage leather?