Kylie Jenner launches Khy fashion label’s new ‘Born in LA’ collection

Kylie Jenner is peeling back the layers to reveal her most personal project yet.

The 28-year-old reality icon instagram On Monday, the fashion brand will announce Khy’s latest sale. Posing topless in a minimalist portrait, Jenner showed off a sparkling rhinestone tattoo on her upper arm that reads “I Heart LA” while using her hands to cover her chest.

With her long, black hair cascading down and her soft, bronzed makeup look, the mogul used the bold images to signal a “deleted” era for the brand’s social media.

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The Kylie Cosmetics founder explained in her caption that the upcoming collection is an homage to her roots.

“I was born in Los Angeles <3 This new collection from @khy is very personal to me," she wrote to her 390 million followers. "Inspired, designed and almost entirely made in Los Angeles. I look forward to this and everything we have to offer this year and beyond! .. wherever you are from Los Angeles. xx ky"

Since its debut in November 2023, Khy aims to bridge the gap between high-end luxury and casual streetwear by partnering with new designers. People He was the first to report on the brand’s enormous commercial appeal at launch, noting that the label achieved sales of over $1 million within the first hour. This latest “Born in LA” collection marks a shift towards domestic production, with Jenner emphasizing that the pieces are made locally.

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The topless announcement comes after a busy festival season for the star. Jenner spent the weekend at Coachella, where she was spotted with longtime friend Hailey Bieber.

Kylie Jenner and Hailey Bieber posed together at the Coachella music festival. (Kylie Jenner/Instagram)

In a photo shared from the Indio, California festival, Jenner leaned into the lingerie-as-outerwear trend, wearing a long-fringed sequined bra top paired with loose, light-wash denim. As the duo enjoyed their desert performance, Bieber stood next to her in a put-together and relaxed look.

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As groundbreaking as her fashion may be, Jenner recently admitted that her personal life has become increasingly family-focused. Speaking in his first episode on April 1 Kid Cudi’s Big Bro podcastShe revealed that she recently sat down with her 8-year-old daughter, Stormi, to watch Keeping Up with the Kardashians for the first time.

Kylie Jenner embraces the “underwear as outerwear” trend by wearing a cropped black lace bra top while partying with friends at Coachella. (Kylie Jenner/Insragram)

“I sat her down and said, ‘We started a television show when I was a year older than you, and that’s why we’re all in this together because we were all on this show together,'” Jenner recalled.

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The star admitted that watching the first images deeply affected him.

“I was very emotional afterwards,” he said in the interview. “I don’t know what hit me, but it was like I was crying in my bed. It was like I don’t know why this was happening to me. It was like my daughter being the same age as me and seeing me as family, and it was like I felt grateful for everything we had built and everything we loved, but I was also mourning the loss of that closeness when we were all living under the same roof.”

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Kylie Jenner is the mother of 8-year-old daughter Stormi and 4-year-old son Aire. (Christopher Polk/2026GG/Penske Media)

Jenner added that it was a “very emotional” experience that allowed her to travel back in time. “I didn’t know it would affect me this much,” she said, noting that she fast-forwarded through parts of the show that were “inappropriate” for her daughter.

Beyond nostalgia, Jenner noted that her children remain the main force that keeps her centered. “I have a family. I have kids who love me so much when I go home and they have no idea what’s going on in this world,” he said. “They definitely keep me grounded.”

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