Videos mocking the beauty mogul’s new Kylie Swim brand racked up tens of millions of views this week. Users—some of whom are self-described fans of the pregnant mother-of-one—criticized Kylie Swim for its “paper thin” quality, “terrible” seaming and lack of coverage.
“I do think if you’re going to slap your celebrity name on a product and charge your fans 300-plus for an order, it should at least be somewhat quality or maybe I’m just being naïve,” kindredl, a TikTok user whose video discussing the new Kylie Swim line has received 1.3 million views, said. “I just hope she learns from this and that we all get refunds.”
Kylie Swim introduced its debut line Sept. 17. Less than an hour and a half after the launch, the multi-millionaire announced on Twitter that two of the line’s one pieces had already sold out. Two more have since sold out. Kylie Swim’s selection of bikini tops and bottoms, sarongs and kids’ styles remain available as of Friday.
The criticism began rolling in less than a week ago. A two-part review from Jessica Anderson, a TikTok influencer who launched her own swimwear brand, 93 Play Street, in August, has proved one of the most popular, receiving a combined 6.2 million views so far. Though she complimented the “unique” cut of Kylie Swim’s August one piece, she called out its “very obviously see-through” fabric. “I feel like if I move an inch you’re going to see everything,” Anderson said.
“I’ve seen the behind-the-scenes of what it takes to produce swimwear and the fact that no one caught that this is completely see-through blows my mind,” Anderson added. “The fact that they gave this the thumbs up is really concerning to me.”
Brianna Renee, a YouTube personality who has also established a sizable following on TikTok, has posted multiple times about Kylie Swim. Two of her videos, both of which draw attention to instances of shoddy seam work, have received more than 32 million views combined.
“I like Kylie, I like that family, I know some people don’t, but I think they’re very ambitious,” Renee said in a YouTube video. “They’re female entrepreneurs and I want to support that—I really do—but I just feel like the swimsuits are very overpriced for the quality that you get…. I feel like there definitely are areas that need some work. But, it’s a new brand, I think that’s to be expected.”
An accompanying TikTok video was repeatedly taken down “because these swimsuits do not cover a lot,” Renee said.
Kylie Jenner, Inc., a California-based corporation run by the celebrity, filed trademarks for Kylie Swim back in May. At the time, it was one of numerous existing trademarks yet to make a public debut, including Rise and Shine by Kylie Jenner, Kylie Hair, Kylie Kon and Kylie Museum. Many were filed a year or more earlier and had since gone unused. Jenner’s Kylie Baby brand—only launched this Tuesday—was trademarked in May 2019.
Kylie Swim, however, followed a completely different path. Within months, Jenner was promoting the brand on her social media. Its seemingly rushed launch has proven particularly peculiar given Kylie Swim’s near-autumn debut—something several fans have noted.
“It just seems like a bad business move on her part to release the swimwear at the end of September when everyone else is getting into fall, talking about pumpkin spice lattes,” TikTok user, and self-described “Kardashian commentator,” 2rayzz said.