Kylie Jenner’s fashion brand, Khy, is moving forward by naming luxury fashion executive Laura du Rusquec as its new CEO. This decision shows the brand’s goal of growing in the premium fashion market by building on its direct-to-consumer success.
Khy, started by Kylie Jenner in 2023, has become known for its limited-edition collections, modern designs, and approachable style. Jenner will stay on as Creative Director, and bringing in an experienced executive shows Khy’s aim to become a global fashion name.
Laura du Rusquec has almost twenty years of experience in luxury fashion. Before Khy, she was CEO at Danish brand Ganni and held top roles at Balenciaga, helping the brand grow worldwide. She has also worked with major brands such as Gucci, Saint Laurent, and Bottega Veneta at the Kering Group.
Khy is updating its brand image at the same time as this leadership change. The Los Angeles label recently launched a new website and refreshed its social media, showing a more polished look and a bigger focus on quality, craftsmanship, and classic style.
Kylie Jenner said Laura’s deep experience in luxury fashion is a great fit for where Khy is headed. She is confident the new CEO will help shape the brand’s future and keep delivering well-designed collections.
Laura du Rusquec said she is excited to join Khy and looks forward to working with Jenner at this key time for the brand. She pointed out Khy’s focus on quality, thoughtful design, and building a strong community, which she believes appeals to today’s fashion-focused customers.
With a seasoned luxury executive running the business and Kylie Jenner guiding the creative side, Khy is set to grow faster and strengthen its place in the premium fashion world.
More about the brand
Unlike many celebrity fashion brands that rely on licensing deals, Khy has built its own identity through limited-edition product releases and collaborations with well-known designers. This approach creates exclusivity and keeps its audience engaged.
Hiring Laura du Rusquec also reflects a broader trend in fashion, where online-first brands are bringing in leaders from traditional luxury companies. This mix combines new online strategies with years of experience in building global brands and delivering top customer service.
