In the public eye, Kim Kardashian has elicited varied opinions about her journey and influence. Some perceive her as an early beneficiary of nepotism, lacking innate talent and relying solely on her bold public persona for fame and success. Others recognize her as a unique combination of beauty and determination, rising from her role as Paris Hilton’s assistant to become a cultural force shaping trends.
Until recently, Kim Kardashian herself seemed uncertain about her professional path, navigating various ventures like beauty lines, jewelry collections, perfumes, Kimojis, and a mobile game. While profitable, these endeavors lacked enduring impact. However, her venture into the world of underwear, shapewear, loungewear, swimwear, tees, and dresses with Skims has shifted this narrative. Established in 2019, Skims reported $500 million in revenue last year, exceeding projections by 25% and marking an 80% increase from 2021, which itself had seen a 90% surge from the previous year.
Despite a decline in underwear sales in 2023, Skims continues to flourish, attracting investor attention and achieving a valuation of $3.2 billion in January 2022. Notably, its success surpassed the achievements of Kardashian’s sister’s cosmetics brand and the iconic 2000s shapewear brand, Spanx.
Skims’ impact extends beyond financial success, prompting imitations labeled as #Skimsdupes on social media. The brand is diversifying its offerings, exploring bridal wear and, as disclosed by Kardashian, a men’s loungewear and underwear line set to launch in the fall.
The inception of Skims stemmed from Kim Kardashian’s quest for shapewear that matched her skin tone, leading to unconventional methods like dyeing with tea bags and coffee. While not the pioneer in offering a diverse range of skin tones and sizes, Skims introduced unique shapes, such as one-legged or low-back versions, distinguishing itself in the fashion landscape.
Skims launched during the onset of the pandemic, capitalizing on the surge in online retail and leveraging Kardashian’s substantial social media following for widespread awareness. Positive reviews commended the quality and affordability of the products, with bodysuits priced under $60.
Kim Kardashian’s involvement in Skims goes beyond financial investment; she is the brand’s largest shareholder and actively participates as a fit model and creative director. Her hands-on approach includes decision-making on fabrics, cuts, campaign concepts, and collaborations with celebrities like Snoop Dogg.
Beyond business success, Kardashian’s influence on body image and fashion trends is acknowledged. Her embrace of curvaceous figures has impacted beauty standards, influencing changes in clothing styles and, consequently, underwear designs. The Kardashians’ direct-to-consumer approach, coupled with their dominance in the international attention sphere, contributes to Skims’ global reach.
Acknowledging the risks inherent in celebrity brands, Kardashian remains resilient, navigating challenges with a focus on authenticity. Her ability to address mistakes, such as renaming the brand from Kimono and settling with the SEC, underscores her commitment to transparency.
Juggling business endeavors with family dynamics, Kardashian faces challenges in integrating her children into the business. Public scrutiny, exemplified by a recent TikTok incident involving her daughter, adds complexity to her public image.
At 42, Kim Kardashian recognizes potential limitations in her current pursuits, hinting at a “time stamp.” Despite this awareness, she remains dedicated to her brand, aiming to defy age-related expectations. Her venture into men’s underwear reflects a willingness to explore new horizons, showcasing the determination that has characterized her journey thus far.
