SKIMS

Summary

SKIMS is a solutions-oriented brand revolutioniSing the future of underwear, loungewear, and shapewear with innovative designs tailored for every body. By setting new standards in the industry, SKIMS delivers technically crafted shapewear that enhances a woman’s natural curves and versatile underwear that adapts to various sizes, stretching up to twice its original dimensions. Committed to continuous innovation, the brand redefines traditional concepts, pushing boundaries to create inclusive and forward-thinking essentials that meet the needs of modern consumers.

History

SKIMS was launched in September 2019 by reality TV star and entrepreneur Kim Kardashian, alongside her business partner and co-founder, Jens Grede. The brand was conceived as a solution-driven company specializing in shapewear, underwear, and loungewear, designed to cater to a wide range of body types and skin tones. Inspired by Kardashian’s personal experiences with shapewear and the challenges of finding products that fit well and match various skin tones, SKIMS debuted with the mission of inclusivity and innovation, quickly gaining attention for its bold vision and marketing strategy.

At its launch, SKIMS introduced a range of products that emphasized both functionality and style. The brand focused on inclusivity by offering an extensive size range, from XXS to 5X, and diverse shades to match a variety of skin tones. This approach differentiated SKIMS from traditional shapewear brands and resonated with a broad audience, establishing its position as a leader in the industry. Its initial product line sold out almost instantly, signaling a strong demand for its innovative and inclusive designs.

SKIMS has also gained prominence through strategic collaborations and high-profile endorsements. In 2021, the brand became the official loungewear and underwear partner for Team USA at the Tokyo Olympics. The collaboration highlighted SKIMS’ commitment to empowering all women, including athletes, with comfortable, high-performance apparel. Additionally, partnerships with celebrities and influencers have played a pivotal role in solidifying the brand’s reputation as a cultural and fashion phenomenon.

Recently, Dolce&Gabbana collaborated with SKIMS to launch a limited edition collection. The co-designed capsule of lingerie, shape-wear and lounge wear merges Dolce&Gabbana’s Sicilian heritage and Mediterranean vibe with SKIMS’ sculpting and size inclusivity. The collection highlights the intersection between Dolce&Gabbana x SKIMS, mainly in the sheer fabrics, corsetry and, of course, leopard print, with a conscious focus on the sculpting shape-wear that SKIMS is acclaimed for. Per Forbes, ‘The cultural weight of Dolce&Gabbana’s Sicilian heritage—highlighted through details like leopard prints and figure-hugging corsets—infuses a timeless sophistication into the SKIMS shape-wear pieces that still stay true to the SKIMS DNA and prioritise comfort.’

Despite its relatively short history, SKIMS has achieved remarkable financial success. Per BOF: ‘SKIMS, the shape-wear and intimate brand created by Kim Kardashian, has raised $270 million in a Series C funding round that values it at $4 billion… Led by Wellington Management with participation from Green Oaks Capital Partners, D1 Capital Partners and Imaginary Ventures, the new funding will go toward product innovation, category expansion and retail expansion, SKIMS said in a statement. The company is on track to reach $750 million in net sales this year, up from about $500 million in 2022. Since its founding in 2019, Skims has raised a total of $670 million.’

Looking ahead, SKIMS continues to innovate in the realms of underwear, loungewear, and shapewear. The brand’s commitment to inclusivity, its ability to adapt to consumer needs, and its partnerships with influential figures have made it a trailblazer in the fashion industry. With a strong foundation and global acclaim, SKIMS is poised to remain a key player in reshaping the future of intimate apparel.

Vision

SKIMS envisions a world where intimate apparel is designed for every body, embracing inclusivity, functionality, and innovation. The brand’s core mission is to redefine industry norms by creating products that not only fit but also empower individuals of all shapes, sizes, and skin tones. SKIMS sees its role as a trailblazer in breaking barriers in the fashion industry, shifting the focus from traditional, exclusive beauty standards to celebrating the diversity of modern consumers. This vision is reflected in its extensive size ranges and shade-inclusive designs, ensuring that everyone can find products that feel tailored to their unique needs.

A cornerstone of SKIMS’ vision is its commitment to continuous innovation. The brand seeks to push the boundaries of design and technology in underwear, loungewear, and shapewear, creating solutions that prioritize comfort without compromising style. By rethinking traditional concepts and addressing the gaps in the market, SKIMS strives to create apparel that adapts seamlessly to the needs of its customers, whether through technically advanced shapewear, multi-functional loungewear, or versatile essentials. This forward-thinking approach positions SKIMS not just as a fashion brand but as a pioneer in redefining intimate wear.

Beyond products, SKIMS aspires to foster a sense of confidence and empowerment for its customers. The brand’s vision extends to building a community where inclusivity and self-expression are celebrated. By leveraging its global platform and collaborations with influential figures and organizations, SKIMS aims to inspire a broader cultural shift toward body positivity and acceptance. This vision underpins the brand’s marketing, partnerships, and product development, ensuring its mission remains authentic and impactful as it continues to evolve.

Mission

The mission of SKIMS is to create solutions-oriented, inclusive apparel that redefines the standards of intimate wear for all body types and skin tones. SKIMS seeks to fill the gaps in traditional shapewear, underwear, and loungewear by offering thoughtfully designed products that prioritize comfort, versatility, and performance. By combining innovative technology with a commitment to diversity, SKIMS empowers individuals to feel confident and supported in their everyday lives. The brand’s mission reflects a dedication to addressing real needs while fostering a sense of belonging and self-expression for its customers.

Central to SKIMS’ mission is its belief in accessibility and inclusivity. Through an extensive size range and a diverse array of shades, SKIMS aims to create products that feel personalized for everyone, breaking away from outdated, exclusive beauty norms. This commitment extends to its marketing and outreach efforts, which focus on representing real people from all walks of life. By prioritizing inclusivity, innovation, and functionality, SKIMS has built a foundation rooted in trust and authenticity, ensuring its mission aligns with the evolving needs of its global audience.

Products and Services

SKIMS offers a wide range of products designed to combine functionality, comfort, and style, catering to a diverse audience with various body types and fashion needs. Its product portfolio includes shapewear, underwear, loungewear, and essential basics, all crafted with innovative materials and designs to provide a second-skin feel. The shapewear collection is particularly notable for its technical construction, offering targeted support that enhances natural curves while remaining comfortable for extended wear. The underwear and loungewear collections are designed for versatility, featuring soft, stretchy fabrics that adapt to different body shapes and sizes, emphasizing inclusivity and everyday wearability.

In addition to its product lines, SKIMS offers services designed to enhance the customer experience and meet individual needs. Its commitment to inclusivity is reflected in its extensive size range, from XXS to 5X, and its palette of nude shades that cater to a variety of skin tones. SKIMS also prioritizes accessibility with user-friendly online shopping options, including detailed size guides and virtual assistance for finding the perfect fit. With seasonal launches, limited-edition collections, and collaborations with high-profile individuals and organizations, SKIMS continues to expand its offerings, keeping its product lineup fresh, exciting, and attuned to the latest fashion and lifestyle trends.

Awards and Recognition

SKIMS has achieved remarkable recognition as a leading brand in the shapewear, underwear, and loungewear market, celebrated for its innovative designs and inclusive approach. From its rapid sellouts upon launch to its valuation surpassing $3 billion within just a few years, SKIMS has cemented its reputation as a trailblazer in the fashion industry. Its partnerships with global events, such as outfitting Team USA at the Tokyo Olympics, and high-profile endorsements from celebrities and influencers have further amplified its visibility and appeal. Praised for redefining industry norms and promoting body positivity, SKIMS has become synonymous with empowerment, versatility, and modern luxury, resonating with a diverse and loyal global customer base.

Key People

Founders Kim Kardashian, Jens Grede

References

1. Official website SKIMS
2. Under her Skims: inside Kim Kardashian’s $4bn apparel empire FT
3. Instagram page of SKIMS Instagram
4. Skims to Open Permanent Stores in Five Top Markets WWD
5. Kim Kardashian’s SKIMS donating clothing, underwear to families affected by LA fires Page 6
6. Kim Kardashian’s Skims to Launch Men’s WWD
7. Skims Opens First NYC Flagship BoF
8. Jens Grede on Building Skims, Frame and the Future of Fashion BoF
9. Facebook page of SKIMS Facebook
10. Skims Headquarters Moving to Hollywood WWD
11. Kim Kardashian Issues Urgent Plea About Incarcerated Firefighters Amid LA Fires Parade
12. Twitter page of SKIMS Twitter
13. Kim Kardashian’s Dolce & Gabbana x SKIMS line marries shapewear with a vintage Italian aesthetic Hindustan Times
14. Youtube page of SKIMS Youtube
15. Kim brings Skims to Fifth Avenue: What to know Fox5
16. Kim Kardashian’s New SKIMS Store Was Designed to Make You Want to Get Naked Elle Decor
17. LinkedIn page of SKIMS Linkedin
18. Kim Kardashian’s Label Skims Joins Hands With Dolce & Gabbana NDTV
19. Kim Kardashian’s popular Skims brand opens NYC flagship Chain Storage
20. Kim Kardashian Hosts Skims’ NYC Store Opening Night WWD