Thesis: SKIMS is an inclusive shapewear and apparel brand that quickly became a symbol of comfort, diversity, and successful collaborations with global brands.
Foundation and Vision
SKIMS is a relatively young project that launched in 2019. By 2023, its valuation soared to a staggering $4 billion.
The brand was founded by Kim Kardashian and Jens Grede in September 2019. Kim’s choice of Swedish entrepreneur Jens Grede as co-founder and managing partner was no accident. Grede is known for his marketing vision. As a partner in the Wednesday Agency, he crafted campaigns that connected fashion and celebrity culture—from H&M + Beyoncé to Natalie Portman + Dior. Later, he founded several successful brands, including Frame, which became a cult favorite in the U.S. and expanded internationally.
Another key detail: before SKIMS, Jens and his wife Emma Grede launched Good American with Khloé Kardashian, making them both business partners and family friends. This made Jens the perfect collaborator for Kim—an expert in personal branding who needed strong business management support.
The marketing narrative behind SKIMS worked brilliantly: SKIMS was born from Kim Kardashian’s personal struggle to find shapewear that met her needs—comfortable, inclusive, and effective. She decided to create her own line—redefining shapewear as everyday wear and launching a new consumer culture.
To brand managers:
Interestingly, the name “SKIMS” wasn’t the original. The brand was initially called Kimono, which sparked backlash over cultural appropriation. Redirecting that narrative took a strategic rebranding effort.
Lesson 1: Skipping creative testing can lead to very costly mistakes.
Lesson 2: «Nothing is final»—mistakes can be corrected if recognized in time and handled boldly.
Branding That Worked
Mission and Core Values:
SKIMS is committed to offering solution-oriented shapewear, loungewear, and underwear with a strong focus on inclusivity.
What inclusivity means for SKIMS:
- Sizes from XXS to 5XL
- A wide range of skin tones suitable for people of all backgrounds
- A clear mission: SKIMS challenges traditional beauty standards, ensuring everyone feels comfortable in their own skin
Hype Before Launch
From the very beginning, SKIMS experienced massive demand. Its initial drop sold out within minutes.
Systematic Expansion
Product Lines:
Over the years, SKIMS has expanded beyond shapewear to include:
- Loungewear – soft, stylish items for everyday comfort
- Underwear – minimalist designs, maximum comfort
- Swimwear – introduced in 2022, offering flattering, versatile styles for all body types
- Activewear – combining performance with SKIMS’ signature aesthetic
Current expansion areas:
- Menswear (launched in 2023)
- Maternity wear
- Adaptive clothing for people with disabilities
- Increased focus on sustainable materials and eco-friendly packaging
Distribution
Initially an online-only brand, SKIMS benefited from e-commerce growth during the pandemic (2020–2023).
Later, the brand expanded to physical retail—not with its own stores, but through branded sections in Nordstrom and Saks Fifth Avenue.
Third step: Pop-up shops in key cities like New York and London, designed to offer immersive shopping experiences.
Celebrity Marketing
A core part of SKIMS’ brand strategy from day one.
It goes beyond Kim Kardashian’s name, partnering with celebrities of different sizes, ages, and skin tones—like Tyra Banks, Heidi Klum, and Kate Moss—aligning SKIMS with bold yet familiar faces.
Co-Branding Highlights
SKIMS x FENDI (2021)
This collaboration generated $1 million in one minute. The capsule collection sold out almost instantly.
Kim Kardashian described it as a union of two iconic brands with distinct visions of femininity—SKIMS’ accessibility and inclusivity, and Fendi’s high-fashion prestige. Prices ranged from $100 to $4,200. Over 300,000 people signed up for the waitlist.
SKIMS x Team USA (2021)
SKIMS has been providing underwear for the U.S. Olympic teams since 2021. The “SKIMS for Team USA” collection was promoted by Olympic-level athletes in campaign visuals.
SKIMS x NBA, WNBA & USA Basketball (2023)
In 2023, when SKIMS launched its menswear collections, it partnered with NBA, WNBA, and USA Basketball as the official underwear sponsor.
SKIMS x SWAROVSKI (2023)
The 2023 drop included core SKIMS pieces—bodysuits, bras, form-fitting maxis—embellished with Swarovski crystals in a limited edition. SKIMS also debuted a jewelry line with this release.
SKIMS x Dolce & Gabbana (2024)
This 2024 collab featured lingerie, sleepwear, and ready-to-wear items that emphasize form, fit, and elegance across SKIMS’ inclusive size range. Signature D&G elements, like their iconic leopard print, were integrated. The campaign generated $3.6 million in MIV (media impact value) within 48 hours. Sales are ongoing, with clear success.
SKIMS x The North Face (2024)
On December 5, SKIMS announced a new collaboration with The North Face, launching minimalist ski apparel. Sales began December 10.
ANNA LEBSAK-KLEYMANS
CO-FOUNDER AND CEO OF FASHION CONSULTING GROUP