The launch of a celebrity brand is both mundane and rousing. Though it’s rarely groundbreaking when a public figure announces their new entrepreneurial project, due to the sheer frequency of them, we’re almost pressured to add our opinion regardless. Conversations circulate, complimenting inventiveness and speculating failure – and we, as their around-the-clock audience, are enticed to pick a side because after all, it’s a part of pop culture, a phenomenon which relies on commentary. Most recently, Kylie Jenner, the 26-year-old reality star responsible for her $1bn eponymous beauty company Kylie Cosmetics, declared her next career move in the fashion industry with her own clothing line, Khy. And there’s been a lot of talk. The moniker being motivated by her childhood nickname, Khy presents a line of mod items priced reasonably. To create the clothing line, Kylie partnered with her mom, Kris Jenner, as well as the impressive investor duo Emma and Jens Grede, co-founders of numerous celebrity brands such as Skims, Good American, and Brady. Khy aims to bridge the gap between quality and affordability with versatile pieces priced low, but high enough to forego the assumption of cheap garb. Between a bundle of faux leather outerwear with a subtle air of raunchiness, to nylon basics meant for layering, the fashion muse, along with designers Nan Li and Emilia Pfohl from the Berlin-based brand Namilia, crafted the first drop, surpassing $1m in sales within the first hour on 1 November, per a People report. “For this line the main goal is to bring major fashion pieces, and work with these amazing designers and have it be accessible – having everything in this first drop be under $200 dollars was very important to me,” the innovator told Vogue writer Luke Leitch. In conversation with the Wall Street Journal Magazine for its “Innovator’s Issue” ahead of the line’s debut, Kylie revealed she intends to rotate in a myriad of guest creatives from smaller brands to collaborate with throughout the year, with new drops to come every couple of weeks. However, the overarching concept for each collection will reflect her personal wardrobe and taste – this first, “001”, blending edgy character with biker chic. Her intention is allegedly to provide consumers with options suitable for every mood, which means we shouldn’t expect all pleather moto all the time. For me, the beauty mogul’s new venture drove a discerning fact to the forefront of my mind – luminaries are never going to stop creating namesake brands due to their financial standing and privileged connections, no matter their industry expertise or lack thereof. And this certainly rings true for the Kardashian/Jenners, a family with a growing appetite for commercial businesses. Admittedly, I was frustrated by Kylie’s decision to be an architect of her own label, knowing there’s a torrent of independent designers out there who’ve been working on contemporary projects for years that deserve to be recognised just as much. For smaller creators, increasing brand visibility is challenging, while celebrities automatically have a widespread presence. But does that mean we should shame Kylie for utilising the mass following she’s built to advertise her new line? Can we compare the work of autonomous creatives to that of public figures? No. Because celebrities will inevitably take advantage of their notoriety, we need to be careful with how we talk about their business ventures, ensuring we aren’t lending fruitless attention to irrelevant points, unnecessarily boasting them or prematurely bashing them. Kylie’s made it clear she plans on using her presence to spotlight the lesser-known designers she appreciates. And though she plans on drawing attention to these brands through collaboration, focus still settles on the creator of Khy – her. Regardless, the work under Khy shouldn’t be compared to the independent inventiveness of niche clothing lines. According to Mosha Lundström Halbert, a fashion news writer and founder of “Newsfash,” an innovative media company, just as we can’t put celebrity clothing brands into the same category as renowned fashion houses like Gucci or Balenciaga, we can’t compare them to smaller designers who started their career in school. The industry presents us with a platter of concepts, and they shouldn’t be grouped all-together. “Just because something is fashion, just because a company creates clothing doesn’t mean that it’s a fashion brand,” Halbert told The Independent. “My expectations for brands that celebrities come out with are very different than how I look at a brand by a designer who has either come out of a fashion school or worked in the industry.” “I think we can’t lump everything together just because they’re all creating clothing and accessories. I don’t see this as in competition with other established fashion brands, especially when you look at the price point and how many brands are already on the market,” she continued. “Small designers need to be focusing on their own work and not... worrying about what Kylie Jenner is doing. Like, there is completely different lanes.” The target audience for an independent designer isn’t the same for a celebrity creator. Famed figures, like Kylie, with millions of followers, are hoping the mass of people who show a dedicated intrigue in their personal style, reccomendations, and taste will want to purchase clothing with their name on it. “The most important thing to understand is that celebrity launches stand for ‘launches for the masses’. Whereas, most small designers have their niche audiences that are more community-driven,” Bernard Garby, a popular fashion news TikToker, pointed out. As someone who works on the commercial side of luxury goods, Garby reiterated to The Independent that there are different markets underneath the vast umbrella of fashion. “They are two complete opposite markets with two absolutely different target audiences. Therefore, my advice to smaller brands is to focus less on competition and focus more on growing their communities and developing their loyalty because that is their key to success,” he said. “If you’re a small designer with big commercial dreams, in fact, watch those celebrities and look at how they commercially approach and navigate their launch and get inspired by their work and see if there is anything you can adapt to your own business from their strategy,” Garby added. Whether we should speculate the success or failure of Kylie’s clothing venture, it’s too early, even though the reported sales so far suggest a favourable outcome. But there are a few factors that support both sides – the first being her unique selling point. At 17, Kylie capatilised on her love of makeup, noticing a need for matching lip liners and lipsticks as a frustrated consumer herself. During this time, she was also vocal about feeling insecure concerning the size of her lips, constantly overlining them before she got temporary filler in 2015. Therefore, the decision to outset a makeup brand was motivated by her identity. Her first product – a selection of lip kit duos – catalysed her entire empire. In Garby’s opinion, Kylie’s first company was “organic”. When we look at the streamline of successful businesses born from the Kardashian/Jenner family – Skims, Good American, Poosh – all were built based off an “organic” or intimate selling point. For Kim, making shapewear sexy reflected her longstanding sentiment of being unafraid to wear what you need to, to feel comfortable and confident in your figure. For Khloe, someone who’s spoken candidly about battling body insecurities amid public scrutiny, Good American focuses on size inclusivity, wanting to represent and empower women with a range of different body shapes. And Kourtney, the sister who’s avowed her love for wellness openly, invented Poosh, a “modern guide to living your best life,” according to her. “Looking at the Kardashians, it’s actually really interesting. They’ve tried a lot of businesses that haven’t panned out,” Halbert remarked. Between Dash, the family’s retail chain born in Calabasas which eventually closed in 2018, to “The Kardashian Kard,” a prepaid MasterCard debit card, the ravenous reality bunch weren’t always triumphant in their enterprises. So, if having an intimate devotion or being established in a particular niche has proven to help Kardashian brands prosper in the past, does this mean it won’t be long before Khy goes under? Speaking to Vogue, Kylie pointed to the personal anecdote which drove her to create Khy, ensuring consumers understand this venture isn’t all that arbitrary. Like so many, Kylie was a “Tumblr girl” during her teen years, drafting mood boards to mirror her current obsessions. Dubbed “Kalifornia Klasss,” the adolescent used the platform to realise herself then and the woman she’d become. She was “King Kylie,” and Khy has every bit to do with that persona. “It is really significant. King Kylie for me was less about what I was wearing, and more about how I felt in that era. I just felt confident, free, and I didn’t care what anyone said,” she said. “I think that there’s a lot of power in that and I’m definitely channeling my King Kylie energy this year.” Aside from having a unique selling point, Garby noted how pertinent product quality is, especially inside a competitive market. A celebrity can be a known fashion muse, model, or aspiring designer, but a brand will never truly thrive if the quality of the product is poor. “Establishment can help you drive awareness - but in the end - it comes down to the actual product that they try to sell,” Garby noted. Based on the current selection of faux leather items, made from thermoplastic polyme, which can take up to 500 years to decompose, can emit toxic chemicals once discarded, and have the potential to shed microplastics while being used, per a Nomomente analysis, I personally don’t see how Khy differs from other designs already out there, with the cropped leather jacket and strapless midi dress seemingly familiar to what you see priced similarly at Zara. Nevertheless, Kylie’s not alone, being backed by Emma and Jens Grede, the all-too-competent pair who are already responsible for the continued achievement of other Kardashian brands. Emma, who grew up in London, co-founded Good American with Khloe, and Safely, Kris Jenner’s line of natural cleaning products. Meanwhile, Jens, originally from Sweden, partnered with Kim as a co-founder of Skims, driving the company value up to $4bn in the years since it’s initial launch, according to The New York Times. As of now, details on Khy’s subsequent drop, “002”, remain under wraps as an omnipresence of anticipation looms over an eager audience waiting to see what the brand will offer next. While we can only really judge Khy off of personal style preference, quality, and fit, time will tell whether it’s just another celebrity brand doomed to fail or whether “King Kylie” will irrevocably shape understated luxury and fashion fads to come. The Independent has contacted Kylie’s representatives for comment. Read More Kylie Jenner says she and Travis Scott are doing ‘best job’ they can as co-parents Former Vogue editor Carine Roitfeld says ‘no one’ wanted to dress Kim Kardashian Why does Philadelphia Eagles player AJ Brown wear pink shoes? Former Vogue editor Carine Roitfeld says ‘no one’ wanted to dress Kim Kardashian Why does Philadelphia Eagles player AJ Brown wear pink shoes? Fast fashion retailer ASOS struggles to engage consumers as company losses balloon

On a rainy afternoon in Shenzhen, damp passengers jostle their way onto the megacity's buses, the quiet foot soldiers of an electric revolution for...

Luis Munana has joined the cast of 'Young Famous and African' after appearing on 'Big Brother Africa' and founding four companies

An original, sealed 4GB iPhone just sold at auction for $190,372.80, more than 381 times

Nothing can stop Diplo from making it to a concert.

All is not well in paradise. Despite being one of the best teams in baseball, the Tampa Bay Rays have drama courtesy of Wander Franco and Kevin Cash.The Rays have a sound advantage in the toughest division in baseball. So, what could possibly go wrong?Internal strife, that's what. Tampa...

Rookie Grae Kessinger hit his first career home run and fellow rookie Corey Julks had a career-high four hits to lead the Houston Astros to a 4-1 win over the Colorado Rockies

ExxonMobil and Chevron reported profits Friday that were much lower than last year's due a drop in commodity prices, but still lofty enough...

Former sparring partners Lawrence Okolie and Chris Billam-Smith will meet in a world-title fight this weekend. FOLLOW LIVE: Wood vs Lara 2 – latest fight updates Okolie enters Billam-Smith’s hometown of Bournemouth with the WBO cruiserweight belt and an unbeaten record, but the challenger will be buoyed by great support at Vitality Stadium – home to his beloved AFC Bournemouth. In his most recent fight, Okolie outpointed David Light in March, with the beaten New Zealander suffering a ‘mild stroke’ but expected to make a ‘full recovery’. Meanwhile, Billam-Smith produced a knockout-of-the-year contender against Armend Xhoxhaj in December. Okolie (19-0, 14 KOs) said of Billam-Smith (17-1, 12 KOs) this week: “Chris, I love you, but I have to get the KO in this one.” Here’s all you need to know. When is it? The fight will take place at Vitality Stadium, home to Premier League side AFC Bournemouth, on Saturday 27 May. The main card is set to begin at 7pm BST (11am PT, 1pm CT, 2pm ET), with ring walks for the main event expected at approximately 10pm BST (3pm PT, 5pm CT, 6pm ET). How can I watch it? The event will air live on Sky Sports in the UK, with the broadcaster’s website and Sky Go app also streaming the fights. No US broadcaster has yet been confirmed for the event. Odds Okolie – 2/7 Billam-Smith – 11/4 Draw – 14/1 Full odds via Betway. Full card (subject to change) Lawrence Okolie (C) vs Chris Billam-Smith (WBO cruiserweight title) Mikael Lawal (C) vs Isaac Chamberlain (British cruiserweight title) Lee Cutler vs Stanley Stannard (super-welterweight) Mace Ruegg vs Dean Dodge (super-featherweight) Sam Eggington vs Joe Pigford (super-welterweight) Michael McKinson vs TBA (welterweight) Tommy Welch vs TBA (heavyweight) Karriss Artingsall vs. Jade Taylor (featherweight) Click here to subscribe to The Independent’s Sport YouTube channel for all the latest sports videos. Read More Wood vs Lara live stream: How to watch fight online and on TV this weekend Katie Taylor’s long reign as boxing queen over despite heroic last stand ‘Daylight robbery’: Vasiliy Lomachenko’s team plan to appeal Devin Haney defeat Joe Rogan is right: Tyson Fury has ‘no chance in hell’ against Jon Jones

The Church of Scientology is a religion founded by L Ron Hubbard in 1953, and many prominent celebrities have been members

Chelsea take on Luton hoping to bounce back from defeat to West Ham in their last Premier League game. Mauricio Pochettino’s side were unable to make their possession count at the London Stadium, with the 3-1 loss continuing a difficult start to the season that has also seen Reece James, newly installed as captain, lost to injury. Luton, meanwhile, enjoyed a weekend off, with their fixture against Burnley postponed while Kenilworth Road is brought up to Premier League standard. A fortnight between fixtures could be valuable to Rob Edwards and his team, who will arrive at Stamford Bridge hoping to cause an early shock in their first season in the English top flight for more than three decades. Here’s everything you need to know ahead of the fixture, and you can get all the latest football betting sites offers here. When is Chelsea vs Luton? Chelsea vs Luton is due to kick off at 8pm BST on Friday 25 August at Stamford Bridge in London. How can I watch it? Viewers in the United Kingdom can watch the match live on Sky Sports Main Event and Sky Sports Premier League, with coverage on the channels from 7pm BST. Subscribers can stream the game via Sky Go. Team news Chelsea remain without captain Reece James, who is set to miss a few weeks of action with a hamstring injury. Christopher Nkunku is a longer term absentee after undergoing knee surgery, while Carney Chukwuemeka will also reportedly miss about six weeks of football after sustaining a knee injury against West Ham. Benoit Badiashile, Wesley Fofana and Armando Broja are also sidelined. Ankle injuries continue to keep Jordan Clark and Dan Potts out of Luton’s squad, while Gabriel Osho and Reece Burke are also absent. Veteran goalkeeper Tim Krul could figure for the first time after completing his move from Norwich. Predicted line-ups Chelsea XI: Sanchez; Disasi, Silva, Colwill; Gusto, Fernandez, Caicedo, Gallagher, Chilwell; Sterling, Jackson. Luton XI: Kaminski; Andersen, Lockyer, Bell; Kabore, Mpanzu, Nakamba, Chong, Giles; Morris, Adebayo. Odds Chelsea win 2/9 Draw 6/1 Luton win 14/1 Prediction Chelsea emerge relatively comfortable winners. Chelsea 3-1 Luton Read More Jimmy Floyd Hasselbaink calls for patience at Chelsea under Mauricio Pochettino Would a transfer to Man United or Liverpool suit Ryan Gravenberch most? Workmanlike James Ward-Prowse was the summer’s safest – and shrewdest – bet Manchester City secure winger Jeremy Doku from Rennes on five-year deal Aymeric Laporte completes move from Manchester City to Saudi side Al-Nassr Manchester City ready to walk away as Wolves dig in over Matheus Nunes transfer fee

Cristiano Ronaldo marked his 200th international appearance with the winner as Portugal beat Iceland 1-0 in Euro 2024 qualifying on Tuesday, while Erling...