WHAT started as a vanity project for Kim Kardashian has evolved into the most popular lingerie brand, recruiting stars such as Jude Bellingham and Nicola Coughlan.
As a fan of Netflix hit Bridgerton, it’s no surprise that Kim chose Nicola, who plays Penelope Featherington, to front her latest Skims collection.
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The brand celebrates bodies of all shapes and sizes, which is why the 37-year-old actress suits her natural curves perfectly.
While Nicola debuted in a dreamy, floral “goddess” campaign, just days after 20-year-old English star Jude stripped off for the men’s line, Kim said: “Nicola is a huge inspiration on screen and beyond, and she really brought the campaign to life with its undeniable beauty and energy.”
They’re not the only A-listers baring all for the brand.
Since its launch in 2019, everyone from Kate Moss to rap star Usher to singer Lana Del Rey has partnered with the label.
Crafty viral campaigns
Customers and celebrities alike can’t seem to get enough of the brand, with Skims now worth £3 billion and sales increasing by fifty percent over the past year.
Unlike Kim, the clothing is realistic, and while it may not have the shine of premium lingerie brands like Victoria’s Secret, its success lies in the perfect combination of comfort with subtle elegance.
Oh, and some crafty viral campaigns.
The mother of four broke the internet (again) in November with her campaign video promoting the faux peaked bra.
Kim, 43, poked fun at climate change with jokes like: “No matter how hot it is, you’ll always look cold” and: “Unlike icebergs, these aren’t going anywhere.”
Some women called the £64 Skims bra “empowering”, while others said it reduced women to “walking sex dolls”.
I loved.
It gave me a boost, in more ways than one, and harder nipples than Tyson Fury.
I’m also a fan of Skims’ best-selling £70 waist trainer following the birth of my two-year-old daughter Eva.
“A waist trainer is a gift I used to give to all my friends right after they had a baby,” Kim revealed in a music video to promote it.
“They just make me feel really swept away.”
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Despite widespread criticism for a range of health reasons, her corset sold out within minutes online.
The lingerie brand has also expanded into a vast clothing empire that spans swimwear, dresses, loungewear, pajamas and menswear.
The brand’s commitment to inclusivity has also made it fashionable.
By featuring a diverse range of celebrities and models, Skims attracts a multigenerational audience.
Older celebrities including Kate Moss, 50, bring a touch of timeless glamour, while contemporary stars like Jude and Nicola connect with younger, trend-conscious consumers.
Kate said: “I’ve been a fan of Skims since day one.
“What Kim is doing with the brand is so fresh and modern, making women really want underwear that fits perfectly.
“I use it, my daughter uses it – even my mother uses it.”
Kim Cattrall, 67, best known for her role as Samantha in Sex And The City, was featured in the Best of Skims campaign in October.
Skims has also embraced the body positivity movement, promoting all figures regardless of size, shape, skin tone, gender or physical abilities, and offers shapewear in sizes from XXS to 4X.
For the “Fits Everybody” 2022 campaign, Kim tapped four former Victoria’s Secret angels – Tyra Banks, Heidi Klum, Candice Swanepoel and Alessandra Ambrosio.
Tyra, 50, shared her excitement about the brand’s mission to empower women of all shapes and sizes, saying, “My body is very different from my runway days and I’m excited to showcase in all its super-curvy glory.
“Mrs. Kardashian, I did this for you, girl!”
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Although the campaign supposedly advocated for body diversity, it received backlash from some critics.
“I’m a little confused that it fits everyone, but they are all very skinny supermodels,” was one comment on Twitter.
Another said: “Add some plus size models for once.”
Unfazed by the controversy, Kim later posted a sexy video Photograph of her on set with the supermodels on Instagram, with the caption: “OK so I wasn’t supposed to be in this @Skims campaign but I stopped and joined because it was so iconic.”
Another important element of the brand’s inclusivity is its diverse range of clothing colors.
Skims’ flagship shapewear products are available in nine different shades of nude, recognizing that “nude” means different things to different people.
Rival brand Spanx, for example, only offers a limited range of colors, while Skims has shades from “sand” to “onyx,” appealing to darker-skinned women who often have difficulty finding underwear that matches their tone. of skin.
Kim said: “I was just looking for a solution to the fact that I love wearing shapewear and there wasn’t a color shade that matched my skin tone, let alone most of my friends.”
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In November 2021, Skims launched a limited collection with Italian luxury fashion label Fendi, which proved to be a smart business move.
While the Skims lines are affordable, Fendi
But this rare partnership generated significant buzz for both brands.
Announcing the collaboration, Kim said: “[We both have] a cultural power this is very different from each other, but equally strong.
“We share a desire to push boundaries, think differently and challenge conventions, which is why we find so much in common.”
The collaboration was so popular that it grossed over a million dollars in sales within minutes and most of the collection sold out within 24 hours.
Fendi creative director Kim Jones was inspired to collaborate with Skims after noticing that the women in his office were unusually quiet when Skims launched a new product.
He said: “Suddenly all the women went silent and started looking at their phones.
“I didn’t know what was going on, but they were waiting for the Skims collection to launch.
“That’s when I thought, ‘Let’s do something together.’”
Skims releases new collections weekly, with each release ranging from 20,000 to 200,000 units.
This strategy generates excitement and demand by limiting availability.
Shoppers can sign up and receive alerts directly when the new line launches.
Usher launched the menswear line in February.
In a sultry clip, the 45-year-old lifted his white top to reveal his sharp abs as he playfully tossed a peach.
He looks into the camera and says, “Everyone is wearing Skims.”
And may this continue for a long time.
This story originally appeared on The-sun.com read the full story
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