LOS ANGELES, California, September 17, 2026 — Kylie Jenner’s fashion label Khy is embarking on a new era as the company steps up from being a celebrity-based label to having a more established global business structure. The L.A.-based brand recently appointed Laura du Rusquec — ex-CEO of Ganni and deputy CEO at Balenciaga — as its new CEO. For a brand that made its debut only two years ago, the hire signals a more focused growth plan.
Building From Personal Wardrobe to Global Retail
Khy launched in 2023, with Jenner acting as founder and creative director, which is why the line was built around pieces that matched her personal style. The brand worked off the model of dropping limited-edition products rather than seasonal collections sold through a direct-to-consumer model. Khy’s current collections and retail strategy can be explored through the official Khy platform.
The label, which first launched as an apparel line, has since expanded into outerwear and accessories. It has partnered with recognized fashion brands as well, adding a level of authenticity beyond Jenner’s individual star platform. Alongside its ever-expanding product categories, the brand’s Los Angeles headquarters multiplied too.
How A CEO Hire Tells Us Something Has Changed
Du Rusquec has almost 20 years of experience in luxury retail, merchandising, and international growth. Prior to taking over at Ganni, she spent over seven years at Balenciaga, culminating in her role as deputy chief executive. Analysis of luxury executive recruitment and brand growth strategies is tracked by the Fashion Institute of Technology.
The appointment indicates that Khy is gearing up for a more disciplined global expansion than the current direct-to-consumer model it is based on. Industry analysts observe that hiring an executive who has worked at Kering and Balenciaga usually indicates ambitions towards wholesale partnerships or expanded retail outlets. It is a move that puts luxury infrastructure behind a brand that remains closely associated with Jenner’s personality.
A Larger Kardashian-Jenner Business Story
Khy continues the trailblazing journey traveled by Jenner’s sisters, Kim Kardashian (Skims) and Khloé Kardashian (Good American). Both labels evolved from personality-led launches to big, expertly run apparel companies. Changes in consumer spending behavior for apparel-related retail categories are monitored by trade data provided by the U.S. Census Bureau.
Jenner’s diversified business portfolio already consists of Kylie Cosmetics, of which she still holds a 49 percent stake following Coty’s majority purchase, and Sprinter. That pre-existing infrastructure gives Khy access to pathways and marketing resources hard to come by for a brand so new in its industry. Analysts say the diversified portfolio helps mitigate risk associated with a poorly performing brand.
What Comes Next for the Brand
Expect more formalized systems surrounding merchandising, international distribution, and brand positioning with the arrival of Du Rusquec. The company has already updated its website and social media presence ahead of what looks to be a bigger rebranding effort. In coming months, it will be clearer whether Khy is opting for wholesale retail partnerships or international expansion.
For Jenner, the move is intended to be a purposeful departure from building her brand solely on personal social media reach. It captures the mood of an industry moving closer toward celebrity brands becoming fully operating companies with professional executives to run them. To what degree Khy can pull that off will help determine whether it achieves the scale and dimension already reached by her sisters’ fashion businesses.
Industry observers point out that celebrity fashion labels rarely hold beyond the first surge of a founder’s devoted audience. One common method of extending a brand past its initial relevance is to pair it with executives who have formal luxury retail experience. The leadership changeover at Khy indicates that the company is trying to make that pivot sooner than other celebrity-owned operations.
The brand’s larger ambitions are set to make or break in the coming year. Wholesale partners, global retail presence, or a move to more seasonless collections could indicate where Khy is going with its new executive direction. For the time being, the hiring is arguably the strongest indication to date that Jenner wants Khy to be bigger than a fleeting style trend.
