Kylie Jenner has left little to the imagination while promoting KHY's first ever footwear collection, but instead of simply admiring the new heels, fans have spotted an unexpected horror movie resemblance. With her long dark hair falling around her face, the star's eerie pose quickly reminded social media users of Sadako from The Ring, while others questioned the decision to promote a clothing brand without any clothes in sight.
The campaign is designed to put KHY's new shoes front and centre, with Kylie wearing only the footwear in the striking images. Yet the unusual styling has sent the internet in a very different direction, with one commenter saying the second picture was giving The Ring vibes and another joking that Samara at least had the decency to keep her clothes on.
Kylie Goes Nude for KHY's First Shoes
The dramatic campaign marks a major step for KHY, which is moving beyond clothing and into footwear through a collaboration with Italian label Gia Borghini. Kylie unveiled three styles for the collection, with the Studio Thong, Muse Thong and Icon Sandal bringing sleek shapes, metallic finishes and a distinctly minimalist feel.
In one of the campaign images, Kylie poses nude while wearing silver metallic heels, allowing the shoes to become the main accessory in the photograph. Her long raven hair falls around her face and body, while soft glam make-up gives the otherwise dramatic image a polished fashion feel.
Kylie Jenner is teasing her first Khy footwear collection. The capsule collection was created in collaboration with the Italian brand Gia Borghini pic.twitter.com/IuA12fpI1E
— J&T (@JamesFoxyy) August 16, 2026
Her Hair Fuels Sadako Comparisons
The biggest talking point, however, was not the footwear but the campaign's unmistakably eerie silhouette. Kylie's face is partly obscured by her long dark hair, creating the same instantly recognisable visual associated with Sadako, the ghostly figure from the Japanese Ring franchise.
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Fans quickly joined in with the horror comparisons, with one saying the image reminded them of Sadako and another writing that the second picture was 'giving The Ring vibes'. The resemblance was apparently strong enough for some viewers to momentarily forget they were looking at a footwear campaign.
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Fans Ask Where the Clothes Are
Alongside the horror jokes came a more sarcastic reaction to the fact that KHY is a fashion brand, yet its latest campaign features Kylie without an outfit. One commenter bluntly asked, 'What clothes she selling?', while another wrote, 'a clothing brand, i don't see the clothes'.
a clothing brand, i don't see the clothes🤣
— ❁ (@sunshinnyfa) August 16, 2026
Others questioned the marketing choice more directly, asking, 'I literally don't get it. Why does it always have to involve being naked?' Another simply asked, 'What are we promoting here?', showing that the footwear itself was not necessarily the first thing catching people's attention.
KHY Is Actually Selling Plenty of Clothes
Despite the jokes, KHY is not short of clothing. Kylie launched the brand in November 2023, with its collections built around simple, monochromatic pieces including dresses, skirts, jeans, T-shirts and sweatpants, while swimwear was added the following year.
The brand also made a huge first impression, reportedly selling $1 million worth of products in its first hour online. Kylie has previously stressed that she is heavily involved in KHY, from developing designs and choosing fabrics to attending fittings and personally working on its social media content.
The New Shoes Have a Luxury Focus
The footwear launch is intended to give KHY another major category, with the collection made in Italy through its partnership with Gia Borghini. Kylie said she has worn the label for years and described creating her own footwear as something that felt particularly personal to her.
The Studio Thong comes in black leather and metallic chrome, while the Muse Thong features a wedge shape and options including chocolate pony hair. The Icon Sandal completes the range with white leather and metallic chrome, drawing inspiration from an early 2000s space-race aesthetic.
The Campaign Grabs Attention
Kylie has made it clear that the new shoes are something she is particularly excited about, announcing that the collection will launch on 21 August.
Her message teased the release as something special and marked KHY's first official move into footwear.
Whether fans see the campaign as high-fashion, hilariously creepy or simply another example of Kylie using shock value to sell a product, one thing is certain: the shoes have arrived with plenty of attention.
For now, though, it is Sadako, Samara and the question of 'where are the clothes?' that appear to be stealing the spotlight from KHY's new heels.
