Khy’s Sustainably Reimagined “Day-to-Night” Collection
For this project, I reimagined Khy, Kylie Jenner’s fashion brand, by creating a sustainability-driven collection that seamlessly transitions from day to night while prioritizing eco-conscious materials, ethical production, and inclusivity.
Inital Moodboard
Designing for Sustainability
This collection redefines the art of transitioning from day to night during the spring and summer seasons, seamlessly blending timeless elegance with a deep commitment to sustainability. Each piece is designed with inclusivity at its core, embracing and celebrating every body type to ensure comfort, style, and confidence for all.
Reimagining the classic day-to-night wardrobe, ethically sourced, low-impact materials were carefully selected, and innovative, sustainable production practices were incorporated to minimize fashion’s environmental impact. This collection reflects a dedication to creating fashion that is both responsible and accessible, proving that style and sustainability can coexist.
This project celebrates the versatility of seasonal fashion and represents the beginning of a journey toward shaping a more eco-conscious and inclusive future in the industry.
Material Selection
Bamboo Lyocell
Bamboo lyocell is a renewable and eco-friendly fabric that requires minimal water and grows naturally without pesticides or fertilizers. It is produced through a closed-loop process using non-toxic solvents, ensuring minimal environmental impact. Known for its exceptional softness, bamboo lyocell offers a silky, smooth texture that glides effortlessly over the skin, making it ideal for elegant, draped silhouettes. It will be sourced from responsibly managed forests and certified by OEKO-TEX and the Forest Stewardship Council (FSC); this fabric combines luxury with sustainability, redefining ethical fashion without compromising on quality or comfort.
Linen
Linen is a natural, biodegradable fiber, but not all linen meets the highest sustainability standards. To ensure responsible sourcing and ethical production, it must obtain certifications like GOTS, European Flax, and OEKO-TEX Standard 100. GOTS-certified linen is organically grown and processed with strict environmental and social guidelines. European Flax-certified linen guarantees traceable, GMO-free flax farming with sustainable practices. OEKO-TEX Standard 100 ensures the final fabric is free from harmful chemicals. These certifications require rigorous audits and compliance, making them a trusted mark of high-quality, eco-conscious linen in sustainable fashion.
Shimmer Knitted
Sleek Stretch
Production Process - Bamboo Lyocell
Sourcing Sustainable Bamboo Lyocell Fiber
Source bamboo from responsibly managed forests, sustainable standards OEKO-TEX® and Forest Stewardship Council (FSC).
Convert bamboo pulp into lyocell fibers using a closed loop solvent spinning process to minimize chemical waste.
Yarn Spinning + Weaving the Fabric
Using high-twist bamboo lyocell yarns to create a more elastic fabric.
Stretch weaves, or bias-cut fabrics offer elasticity without relying on blended fibers.
Weave the yarn into a jersey fabric structure, to provide the soft, drapey, and stretchable texture.
Closed-Loop Dyeing Process + Finishing
Bamboo lyocell fabrics are pre-treated to ensure even dye absorption.
Dyes are applied in a controlled system that recycles both water and chemicals
Water and dye are captured after each cycle, treated, and purified before being reused for the following dye batches.
Use of biodegradable fabric softeners to enhance the sleek feel without chemical residues.
Cutting + Sewing
Lectra Cutting Systems to optimize fabric use and reduce waste through precision cutting.
With Lectra systems, batch cutting and on demand assembly can be used to reduce inventory waste.
Lectra’s automation ensures perfect sizing, enabling efficient assembly of inclusive and diverse sizes with minimal material waste.
French seams, or zigzag stitching to complement its drapey texture but also maintain durability.
Quality Control
Test the garments for stretchability and durability.
Check for color stability through washing, exposure to light, and wear.
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Production Process - Linen
Sourcing Linen
Source the flax fibers from eco-friendly farms.
Mechanical processes to remove impurities and create a smooth linen fiber.
Yarn Spinning + Knitting the Fabric
Spin the linen fibers into yarn. The goal is to achieve a tightly woven fabric for the style desired.
Using a circular knitting machine to achieve a closely knitted fabric. Ensure the knitting structure is sleek, stretchy, and comfortable.
Pretreatment of Linen Fabric
Clean the fabric to remove impurities and enhance the dye uptake.
Bleach fabric using eco-friendly, low impact agent to achieve a consistent base color.
Closed-Loop Dyeing Process + Finishing
Select low-impact fiber reactive dyes specifically formulated for natural fibers to ensure long lasting color.
The closed-loop system continuously recycles the dye water, reducing waste.
Apply natural softener to improve the feel of knitted fabric.
Use mechanical techniques (calendering) to smooth and enhance the fabric’s drape and sheen.
Additional: Non-toxic mica powders can add a subtle shimmer without compromising the fabric’s breathability and sustainability.
Cutting + Sewing
Lectra Cutting Systems to optimize fabric use and reduce waste.
As linen is prone to fraying, Lectra’s cutting blades and software ensure clean edges through its precision cutting.
Sew and assemble using flat-felled seams and reinforced stitching.
Quality Control
Test the garments for consistency and durability.
Check for color stability through washing, exposure to light, and wear..
designs
Circular Design & End-of-Use Strategy
Design for Longevity
Timeless Design: Features versatile, classic styles that remain relevant, ensuring garments are worn for many years and reducing the need for replacements.
High-Quality Construction: Uses durable stitching, premium fabrics like bamboo lyocell and linen, and reinforced seams to extend garment lifespan and minimize replacements.
Modular and Multi-Wear Designs
Emphasizes multi-wear functionality, with convertible pieces such as shawls, dresses, and skirts that can be adapted for various occasions.
Aligning with circular principles by maximizing the number of ways each garment can be used, encouraging customers to purchase fewer items that serve multiple purposes.
Product Take-Back and Recycling Program
This program encourages customers to return their used garments after the end of their lifecycle
Discounts on future purchases or loyalty points
The returned garments will then be assessed for potential reuse, recycling, or upcycling into new pieces.
Fabric Reuse and Recycling
Upcycling: Garments upcycled into new pieces for collections. Used bamboo lyocell and linen fabrics can be repurposed.
Recycling: For garments beyond reuse, khy will partner with textile recycling companies to ensure that materials such as bamboo lyocell and linen are processed into fibers and reintroduced into the manufacturing cycle.
Marketing at a Glance: khy’s Reimagined
“Day-to-Night” Collection
Emphasize Transparency
This collection represents a pivotal moment in khy’s transition to sustainability, setting the stage for a long-term commitment to ethical fashion. With a bold vision, the brand plans to reimagine all past collections by 2028, ensuring that every future release is designed with sustainability at its core. Khy will provide detailed insights into material sourcing, production processes, and certifications to build trust and transparency. By openly sharing sustainability credentials like OEKO-TEX and Forest Stewardship Council (FSC) certifications, Khy reinforces its dedication to using safe, responsibly sourced, and eco-friendly materials. This approach educates consumers, fosters accountability, and positions Khy as a leader in sustainable fashion while ensuring that sustainability is not just a trend, but a fundamental value driving the brand’s evolution.
Leverage Storytelling
The collection’s story is rooted in seasonal inspiration and a commitment to sustainability, drawing from the timeless beauty of spring and summer to create designs that honor both nature and ethical craftsmanship. By showcasing the **material journey—from responsibly sourced fabrics to innovative production processes—**the collection reinforces its dedication to sustainability. Behind-the-scenes glimpses into the design and manufacturing process bring authenticity, while engaging content such as reels, carousel posts, and interactive Q&A sessions invites consumers to connect with the brand’s mission. This collection fosters a deeper appreciation for sustainable fashion and conscious consumer choices through storytelling, transparency, and education.
This thoughtfully curated line highlights breathable, stylish designs that transition effortlessly between daytime and nighttime looks, perfect for vacations, weekend outings, and seasonal occasions.
By leveraging Kylie’s influence, the collection inspires eco-conscious consumer behavior and sets a new standard for sustainable spring/summer fashion.
Key Messaging:
Effortless Style, Consciously Crafted
Redefining Luxury
Influence with a Purpose
Target Audience:
Primary
Women aged 25–40
Eco-conscious Millennials and Gen Z shoppers seeking chic, high-quality, multifunctional looks
Secondary
Kylie’s global audience
Marketing at a Glance: khy’s Reimagined
“Day-to-Night” Collection
Digital-First Approach
Digital platforms such as social media, email marketing, and online ads allow for targeted outreach without the environmental footprint associated with physical materials.
Green hosting services.
Sustainable website design by minimizing data load and streamlining navigation, also allowing for a dark mode to reduce energy on screens.
Sustainable Influencer Marketing
Collaborate with eco-conscious influencers who share sustainability values and share their experiences with the collection. Focus on how the sustainable materials feel, the functionality of multi-wear pieces, and the environmental benefits.
Leverage influencers for Q&A sessions, live try-ons, or styling tutorials, emphasizing the versatility of multi-wear designs and inclusive fits for diverse body types.
Partner with micro-influencers who have highly engaged, niche audiences to promote authenticity. Their followers are more likely to trust their recommendations and support khy.
Educational Content
Create dedicated sustainability pages on the website that provide customers with all the information regarding material sourcing and production.
Educate customers about sustainable fashion choices, the production processes and tips for garment care. By promoting thoughtful purchasing, khy will align its digital-first strategy with its sustainability goals.
Inclusivity in Design
Versatile Fitting
Designs are created to adapt to various body types, ensuring comfort and elegance through fabric choices that naturally adjust to the wearer.
Multi-Wear Functionality
Pieces are crafted with flexibility in mind, offering innovative options like belted shawls, detachable elements, and convertible styles that transform for different occasions.
Adaptable Silhouettes
Styles are thoughtfully designed to adjust seamlessly, allowing wearers to customize their look while maximizing the practicality and longevity of each garment.
Focus on Comfort and Practicality
By combining adaptable fits with multi-wear features, each piece provides both aesthetic appeal and practical use, promoting an inclusive and sustainable wardrobe.
Presenting the Collection
"This collection is inspired by the harmony between elegance and nature, bringing you timeless pieces made with sustainability at heart. From the natural sheen of bamboo lyocell to the grounded textures of linen, we invite you to join us on our journey toward a more conscious future."
Fabric Exploration Corner
khy invites guests to touch and feel the heart of the collection: the fabrics that embody both elegance and sustainability.
In one section, guests will discover bamboo lyocell swatches showcasing its silky, drapey qualities perfect for sleek designs.
Another section features textured linen, presented in its natural state and dyed using closed-loop and fiber-reactive techniques.
QR codes will be available, linking guests to videos of our innovative dyeing and production processes.
Nature Lounge: Reflection and Relaxation
This area is designed for guests to pause and absorb the atmosphere. Surrounded by greenery and bamboo structures, it offers a place to sit and enjoy refreshments served in eco-friendly containers.
Educational content is displayed on digital screens, sharing khy’s journey to sustainability and highlighting milestones, like the commitment to reimagine all collections by 2030.
Styling Studio: Multi-Wear Demonstration
Experience the versatility of the collection in a hands-on way.
Models and stylists will show you how pieces like the belted shawl or convertible dresses can transform for day-to-night wear.
Guests can try out the multi-wear pieces themselves and explore how the fabric moves and adapts.
This section emphasizes diverse fittings and inclusive styles for every body type.
Closing: A Commitment to the Future
Before guests leave, they will visit the pledge station, where they are asked to write or select a sustainability goal they support.
Guests will receive a thoughtful, eco-friendly gift, such as a plantable card and a voucher for the new collection.
