How SKIMS is Changing the Fashion Industry
COURTESY OF SKIMS
Post-pandemic everyone was still in their comfort zone of wearing their sweatpant sets typically seen in more neutral shades. Kim Kardashian emphasized the versatile, simple yet sleek look with her new Skims brand. If you didn’t know, Kim has founded a shapewear brand inclusive to all sizes and skin tones for women to enhance their curves while adding loungewear and clothing to the scene. Her brand was launched in 2019 and has been the trend ever since. Every item comes in a plethora of color choices and are mostly always sold out. There are multiple drops of new items to follow, so try to keep up! (Get it? Because “Keeping Up With The Kardashians? Ok that was a bad joke, my apologies.) Anyways, these multiple drops are so in sync with the aesthetic of today’s fashion being so comfortable and chic. Chic shapewear and loungewear, who would’ve thought?
Skims are known for their inclusivity to all sizes and skin tones. It has its simplicity, but does not reveal the basic beige girdles you see from the past. Do not get me wrong, nothing wrong with those, however, the vision behind Skims puts a twist on shapewear making it fun, and in fact, even normalizing it so women do not feel uncomfortable physically and mentally for wearing something that enhances their curves. Skims bridged the gap within the shapewear industry by creating pieces that didn’t “flatten her curves”, or “pinch her skin” as stated in an interview with British Vogue. She wanted to impact the industry with a new perspective after realizing how there needed to be different styles and colors of shapewear in existence.
Kim Kardashian launched her brand primarily online for consumers to purchase. She has expanded her brand to luxury stockists such as Selfridges, Net-a-Porter, and Nordstrom. Her shapewear drops consist of items such as bras, underwear, waist trainers, bodysuits, shorts, and maternity shapewear. The shapewear sculpts the body with its nylon and spandex fabric lined with power mesh making it comfortable against the skin. It may even feel like it is a part of you, that’s how comfortable it is. A lot of the shapewear is made to accommodate certain cuts of dresses, skirts, anything high-waisted or containing slits making it easy for women to dress.
COURTESY OF RAYMOND HALL/GETTY IMAGES
Because of its chic-ness, some shapewear can be worn by itself. For instance, the All-In-One One Shoulder Onesie can be worn on its own other than just the purpose of serving as shapewear underneath a clothing piece. Its versatility has a dynamic for women to be their true selves without conforming to the standards of wearing shapewear only for the sole purpose of slimming. Skims creates a vision to yes, slim for those who desire to, and also to enhance your features whether underneath a clothing item or by itself.
Additionally, besides the admired shapewear, consumers are raving about the loungewear and clothing. It serves a street style look while also displaying comfortability once again. From bodysuits, to dresses, to pajamas, Kimmy has a wide range of clothing to shop from. She even provides the option to choose your own cotton set or cozy set made from boucle yarn, polyester, and nylon.
COURTESY OF SKIMS/VANESSA BEECROFT
Kim does not fail to impress with her numerous collections such as Fits Everybody, Seamless Sculpt, Contour Bonded, Cozy, and many more. In November, Kim secured a collaboration deal with Fendi selling new, limited lines of beachwear, shapewear, and hosiery. When a designer brand meets shapewear- we love to see it, and in fact, do not see it much with other shapewear brands. However, its last drop was in December. In January, Skims released a limited-time drop for Team USA with stretchy ribbed leggings, boxers, tops, and some cozy collection pieces worn by Olympic and Paralympic athletes. She most recently dropped her Valentine’s Day line in the “Valentine’s Day Shop” filled with cotton tops and boxers, silk sets, onesie henleys, button-up sleep sets, underwear, and bras. Kimmy has been on a roll these past few months with new collections dropping left and right.
Skims’s inclusivity is not only subject to different sizes and skin tones, but other brands and groups of people to further expand her brand and develop its versatility. Its versatility depends on not only style and function, but also reaching different audiences that can equally benefit from the same concept of comfortable, functional, yet sleek looking pieces.
