Kylie Jenner and her KHY: Neon, Comfort, and Female Power in the New Cotton Stretch Collection

Kylie Jenner has proven once again that she can turn even the most basic piece into an object of desire. This time, her brand KHY has launched the new Cotton Stretch collection, where everyday comfort meets bold sensuality. And yes, the campaign featuring Kylie in a bright neon set has already gone viral.

Kylie Jenner has proven once again that she can turn even the most basic piece into an object of desire. This time, her brand KHY has launched the new Cotton Stretch collection, where everyday comfort meets bold sensuality. And yes, the campaign featuring Kylie in a bright neon set has already gone viral.

The main idea behind Cotton Stretch is simple: clothing should feel as light and pleasant as a touch on the skin. The soft, stretchy cotton jersey highlights your curves while remaining comfortable and smooth. This isn’t the kind of clothing you want to take off after an hour dreaming of a change — these are pieces you’ll want to wear all day.

The collection’s palette plays with contrasts: basic shades Midnight, Truffle, and Heather Grey for everyday style; and the fresh Soft Lime, which instantly adds energy to any look.

The KHY Cotton Stretch line is already available on khy.com in sizes XXS to 4X. Prices range from $88 to $162 — a fair value for pieces that combine fashion, comfort, and sensuality.