SKIMS – The Story, Heart and Legacy of Kim K’s Beauty Behemoth

SKIMS has rapidly positioned itself as a formidable clothing brand in the fashion universe. From its inception in 2019 to its stratospheric success in 2024, the brand has championed loungewear and intimates that are both inclusive and versatile. Today, SKIMS has received a stamp of approval from top influencers, and its products have crept into every corner of the world. Notably, this shapewear brand is bravely redefining beauty and fashion standards one campaign at a time.

From an Outfit-Name Controversy to a Rebirth by the Fans 

SKIMS was launched in 2019 by Kim Kardashian and Jens Grede, both seasoned entrepreneurs in the fashion industry. The brand was created to fill gaps in the shapewear market, which sells garments that shape and contour the body to provide a smoother and more sculpted silhouette. Kardashian, who frequently finds herself in the spotlight, relied on shapewear – an undergarment designed to alter the body’s shape to make it look thinner and more defined – to enhance the aesthetic appeal of her outfits but often experienced a lack of comfort. Her desire to create garments that would help women of all sizes and colors feel limitless in their skin planted the seed for SKIMS.

When Kardashian first announced SKIMS, it was not the brand we know today. In June 2019, Kardashian revealed that she had been working on a shapewear brand called “Kimono” for over a decade. The line was intended to include an inclusive range of shades and sizes, featuring nine versions of nude from XXS to 4XL. However, many people expressed concerns about naming the modern shapewear line “Kimono,” which refers to a traditional Japanese garment. The Mayor of Kyoto sent her an open letter requesting a change in the brand’s name. After considering the feedback, Kardashian decided to rename the brand in July 2019 and announced that “kimono” would no longer be used. 

In August 2019, Kardashian expressed her gratitude to her followers for their input regarding new names and officially launched SKIMS. Owing to her seismic influence in the fashion industry, it was no surprise that the brand went viral. SKIMS’ collection later expanded to include loungewear, underwear, and other clothing essentials. Today, SKIMS has grown into a billion-dollar company and continues to be a trendsetter for the fashion industry.

Kevin Mazur/Getty Images for Skims

Inclusive and Comfy, Performative and Shady

SKIMS specializes in comfortable and form-fitting shapewear that helps complement people’s natural body types. The brand is a staunch advocate of diverse body types, creating bras for women with cup sizes and band sizes up to H and 46, respectively! The SKIMS Fits Everybody collection is a great example of how the brand loves its customers and wants them to feel comfortable in their own skin; the lightweight and breathable fabric of the pieces strongly lends to their appeal. Furthermore, the brand creates products beyond simply shapewear. SKIMS offers loungewear and adaptive clothing that makes you feel snug, cozy and confident as can be.

Having said this, SKIMS has also attracted its fair share of criticism. The brand has been called out for allegedly greenwashing its products, seeming to care more about maintaining outward appearances than being honest about its intentions. The company has not been open about how its products are made and sourced, raising concerns about its ethical practices. Sadly, despite its high focus on satisfying its customers, it has not paid the same level of heed to resolve their complaints, especially those related to missing and damaged products.

Courtesy of SKIMS

An Idea-Turned-Empire 

SKIMS grew from an American clothing company to a global empire in a short span of 5 years. This was possible thanks to strategic partnerships with luxury retailers and a growing presence in markets around the globe. The social media support extended by celebrities and influencers like Kendall Jenner and Hailey Bieber has made the brand a status symbol for younger generations. SKIMS continues to travel on the path to shattering age-old beauty standards surrounding sizes and shapes. The company is steering the fashion industry from chasing unattainable ideals to celebrating each individual’s unique body. 

Celeb-Charged Supercampaigns

Through a carefully curated marketing campaign, SKIMS has become a dominant force in the shapewear and apparel industry. SKIMS uses carefully curated collaboration as its secret weapon. The brand leverages the influence of icons to endorse the product and expand its reach. These influential campaigns include partnering with superstar musicians such as Sabrina Carpenter, Lana del Ray, and Cardi B and representing Olympians like Simone Biles, spotlighting diversity and expanding the reach of the brand. Being a passionate advocate for empowerment, inclusivity, and relevancy, SKIMS  features a diverse array of figures in its campaigns. Furthermore, it aligns itself with modern values of body positivity and representation, fostering an emotional connection with its consumers. This star power strategy amplifies the brand’s visibility and solidifies its image of aspiration and accessibility, leading it to become one of the most influential brands of this generation.  

Courtesy of SKIMS

Every Body Matters

The brand’s birth is mired with controversy (that first name truly did not bode well). Today the company has transformed the shapewear industry by setting new standards for colours, sizes and styles. Kim Kardashian’s focused vision and SKIMS’ commitment to empowering individuals of all shapes and sizes have redefined the concept of shapewear and sparked a global movement in fashion towards championing all kinds of bodies. SKIMS continues its climb to the top of the fashion ladder, showing that shapewear has never been a one-size-fits-all solution.