Skims

The Shapewear Brand That Became a Cultural Institution

From Kimono Controversy to $4 Billion (2019)

Kim Kardashian's journey into shapewear began long before the brand existed. For years, she had spoken openly about her reliance on shapewear, famously cutting and sewing garments herself to achieve the exact smoothing and compression she wanted. When she announced her brand in June 2019 under the name "Kimono," the concept made perfect sense — a woman synonymous with body consciousness creating shapewear for every body.

The name, however, ignited immediate controversy. Japanese citizens, designers, and the mayor of Kyoto wrote to Kardashian, explaining that "kimono" refers to a centuries-old traditional Japanese garment and that trademarking the word was culturally offensive. Kardashian listened. Within weeks, she renamed the brand Skims — a portmanteau of "skin" and "skim" that proved even more effective as a brand name.

Nine Nude Shades and the Inclusivity Promise

Skims launched in September 2019 with a core innovation that seems obvious in retrospect but that the shapewear industry had ignored for decades: nine nude shades. From the palest porcelain to the deepest espresso, Skims offered solutions that actually matched diverse skin tones. The sizing ranged from XXS to 4X.

The first drop sold out in minutes. The waitlist reportedly reached hundreds of thousands.

Expansion Beyond Shapewear

What began as a shapewear brand rapidly evolved into something much larger. Skims expanded into loungewear, underwear, bras, swimwear, dresses, and even menswear. The "Fits Everybody" collection became a wardrobe staple. The "Cozy" knit collection caused near-riots online during each restock.

Collaborations amplified the brand's cultural reach: Fendi x Skims in 2021 was a luxury fashion event. The Swarovski x Skims collaboration added crystal-embellished glamour. A partnership with the NBA and WNBA positioned Skims as the official underwear of professional basketball.

Valuation and Business Milestones

The numbers tell a staggering story of growth:

• 2020: $145 million in revenue
• 2021: $275 million in revenue; valued at $1.6 billion
• 2022: $500 million in revenue; valued at $3.2 billion
• 2023: Valued at $4 billion after a funding round

Skims became the official underwear partner of Team USA at the 2024 Paris Olympics — a partnership that signaled the brand's evolution from celebrity vanity project to legitimate American institution.

Beyond Kim

The genius of Skims is that it transcended its founder. While Kardashian's celebrity initially drove awareness, the product quality and brand positioning ensured that Skims became a brand people loved independent of their feelings about Kim Kardashian. The woman who was once dismissed as "famous for being famous" built one of the most successful direct-to-consumer brands of the 21st century.