Publications
Partners
Kim Kardashian has insisted diversity and inclusivity are in the Skims brand's DNA. The shapewear line is now in its second year and growing by the day, and Kim believes its success is partly due to its universal appeal.
“Diversity and inclusivity are in our brand DNA. We started Skims with those two elements being front of mind and today they continue to be the driving forces behind ensuring that what we create is for everyone and everybody," she says in an interview with U.K. Vogue.
Kim was inspired to launch the business after years of frustration trying to find shapewear that fits her body. She later realised there was a gap in the market for a range of undergarments that could celebrate all body shapes and sizes.
READ MORE | Kim Kardashian defends SKIMS maternity line after backlash, saying it's for support, not to slim
“I used to cut up and sew different styles of shapewear together to create the silhouette I wanted because I could never find the shape I was looking for,” she recalled.
“Other brands would either flatten my curves, pinch into my skin or roll down. I would also dye pieces with tea bags to match my skin tone as there was such a limited offering of colours on the market. All this experimenting made me notice a gap in the market and realise that there hadn’t been any innovation in this space for so long.
“I wanted to create a brand that could be relied on as a true solution for how people dress today. In doing this, it was especially important that we were size-inclusive and offered a range of colours.” When asked how she wants Skims customers to feel while wearing the pieces, Kim replied “confident” and “comfortable”.
Follow us on social media: Facebook, Twitter, Instagram
Sign up to W24's Newsletters so you don't miss out on any of our stories and giveaways.
