Reality TV star and entrepreneur Kylie Jenner has expanded her fashion empire with a new swimwear collection. The beauty mogul recently revealed that her clothing brand Khy has partnered with popular swimwear label Frankies Bikinis for a collaborative line.
Jenner, who has built a business portfolio that includes cosmetics, skincare, and fashion, modeled several pieces from the new collection herself in campaign photos. The images showcase the designs that will be available to consumers.
The Khy Brand Expansion
This swimwear collaboration marks an important development for Khy, Jenner’s fashion brand that has been gaining traction since its launch. The partnership with Frankies Bikinis, an established name in the swimwear industry, represents Jenner’s strategic approach to growing her fashion business through collaborations with respected brands.
Frankies Bikinis, founded by Francesca Aiello, has previously worked with other celebrities and influencers, making this partnership with Jenner a natural fit for both brands. The company has built a reputation for trendy swimwear designs that appeal to a young demographic similar to Jenner’s core audience.
Campaign Imagery and Marketing Strategy
The promotional campaign features Jenner as the face of the collection, modeling various swimwear pieces. This marketing approach leverages Jenner’s massive social media following—she has over 390 million followers on Instagram alone—to generate buzz for the new line.
By personally modeling the collection, Jenner continues a pattern seen throughout her business ventures where she serves as both owner and brand ambassador. This strategy has proven effective for her previous businesses, including Kylie Cosmetics and Kylie Skin.
Business Impact and Industry Position
The swimwear market represents a logical extension for Jenner’s fashion brand. The global swimwear market was valued at approximately $19.1 billion in 2022 and is expected to grow significantly over the next decade.
For Jenner, whose business acumen has been demonstrated through her cosmetics company that helped her achieve billionaire status (though that status has been disputed), this move into swimwear shows her continued efforts to build a diverse fashion and lifestyle empire.
The collaboration also comes at a strategic time in the fashion calendar, as many consumers begin shopping for swimwear ahead of vacation seasons.
Celebrity Fashion Brands Landscape
Jenner joins a growing list of celebrities who have expanded into fashion and swimwear lines. Her half-sister Kim Kardashian has SKIMS, which also offers swimwear, while other celebrities like Rihanna (Savage X Fenty) and Emily Ratajkowski (Inamorata) have launched successful fashion brands.
What sets celebrity fashion brands apart is their built-in marketing advantage through the founder’s personal platform. Jenner’s 390+ million Instagram followers provide immediate visibility for new products without traditional advertising costs.
Industry analysts note that celebrity brands that maintain quality and authenticity tend to have staying power beyond initial launch hype.
The Khy x Frankies Bikinis collection represents another step in Jenner’s business evolution from reality TV star to full-fledged entrepreneur with multiple successful brands under her management. As the collection rolls out, consumer response will determine whether this partnership becomes a one-time collaboration or a recurring feature in Khy’s product lineup.
