Kim Kardashian is one of the most well-known celebrities. Her celebrity rose to new heights once she established herself as a successful businesswoman following the launch of her shapewear line, Skims.
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The Idea of Skims Was Developed After Kim Kardashian Struggled To Find Undergarments That Fit Her
Kim Kardashian modified her undergarments after she couldn’t find bras or underwear that suited her body type. She started to create her unique styles and even sewed them together. Before launching Skims, Kim Kardashian wanted to make sure the brand was affordable and accessible for all. She also wanted the shapewear and other undergarments to come in various shades to match different skin tones.
“It started off with simply finding shapewear that was a skin tone that would match my color. I used to take my shapewear and dye it with tea bags and coffee in the bathtub,” she explained in her 2023 cover story with Time Magazine.
Skims was launched in 2020, and Kim also said she has invested her money into the brand and has tried on over 7,000 pieces before picking the models, fabrics, cuts, and campaign concepts since she’s also creative director.
Skims Was Not The Original Name For The Brand
The original name for the brand was going to be “Kimono,” but the name received backlash as people noted that it was disrespectful to Japanese culture. Kim Kardashian announced that the name would be changed to Skims after listening to feedback from fans.
“My fans and followers are a huge inspiration to me ― I’m always listening to their feedback and opinions, and am so grateful they shared their ideas for a new brand name. After much thought and consideration, I’m excited to announce the launch of SKIMS Solutionwear™,” she tweeted in August 2019.
Skims Campaigns Have Also Contributed To The Brand’s Success
One thing fans and Skims customers have pointed out is Kim Kardashian’s creativity for the brand’s campaigns, which have featured several A-list celebrities such as former Victoria’s Secret models Tyra Banks, Heidi Klum, and Alessandra Ambrosio, Snoop Dogg, Cardi B, Brooke Shields, Megan Fox. Her co-founder, Jens Grede, said Kim has an understanding of pop culture: “To be a successful creative director today, you’ve got to have a point of view of the world. You’ve got to have a very clear aesthetic that is identifiable to you, and you’ve got to be able to intimately understand popular culture.”
Skims Become A Billion Dollar Brand And Adds $500 Million To Kim Kardashian’s Fortune
The shapewear brand is worth $4 billion and raised $270 million in a funding round led by asset management company Wellington Management. In 2022, Skims was valued at $3.2 billion by investors, according to Investopedia. In October 2023, Skims was announced as the official underwear partner of the NBA, WNBA, and USA Basketball. The exclusive line will include co-branded apparel for athletes and fans, plus more marketing exposure for both leagues.
“I am incredibly proud of SKIMS partnership with the NBA, as it is a reflection of SKIMS growing influence on culture. Together, SKIMS and the NBA will connect people of all backgrounds through fashion, sport, and talent, and I look forward to seeing the partnership thrive,” Kim Kardashian said in a press release.
Additionally, a men’s line for Skims was launched which included cotton briefs, rib boxers, stretch boxer briefs, and a three-pack tank top.
