How Kim Kardashian’s SKIMS Went From a Passion Project to a $4 Billion Company

Kim Kardashian Unveils Her Shapewear Label

When: June 2019

On June 28, 2019, Kardashian introduced to the world the first pieces from her shapewear line that would later be known as SKIMS. Her line was originally named “Kimono” and she said in a tweet that she had been developing the line for 15 years. “Kimono is my take on shapewear and solutions for women that actually work,” said Kardashian in a tweet. The first campaign was aptly shot by Vanessa Beecroft, an Italian visual artist who frequently collaborated with Kardashian’s ex-husband Kanye West. Beecroft played a key in shaping the aesthetic of Ye’s first Yeezy fashion shows. Kardashian has been very transparent about Ye’s influence on SKIMS. In a video interview with New York Times columnist Andrew Ross Sorkin, Kardashian said Ye was SKIMS’ “ghost creative director” who drew the brand’s logo, hired photographers, selected models, and led the meeting for SKIMS’ product packaging. —Lei Takanashi

Changes Name from “Kimono” to “SKIMS” Following Controversy

When: Aug. 2019

While Kimono naturally played off Kardashian’s first name, it quickly drew controversy because it had nothing to do with Japanese kimonos. BBC News Japanese editor Yuko Kato quickly came at Kardashian on Twitter and questioned how Kardashian’s shapewear had anything to do with traditional Japanese clothing. Other members of the Japanese community followed suit, even creating a hashtag “#KimOhNo” to criticize Kardashian for appropriating Japanese culture to sell underwear. Kardashian was quick to address the controversy and announced less than a week after she unveiled Kimono that she would change the brand’s name. In August that year, she shared that her shapewear line would be named “SKIMS.” —Lei Takanashi

SKIMS Releases First Collection

When: Sept. 2019

SKIMS officially launched on Sept. 10, 2019. The first release was a 36-piece collection that included control top thongs, full-length bodysuits, push-up bras, sheer-sculpting slips, mesh bikini bottoms, bralettes, and more. The collection was divided into five categories: Seamless Sculpt, Core Control, Sheer Sculpt, Contour Bonded, Fits Everybody, and Mesh Intimates. The garments were packaged in boxes that included one of the 26 “real models” Kardashian hired to model SKIMS. Its first campaign included models, her childhood friends, family members, and Alice Marie Johnson—a former inmate who was previously serving a life sentence for nonviolent drug charges until Kim helped free her with President Trump. According to TMZ, SKIMS’ first drop sold out in minutes and reportedly made $2 million USD in sales without selling a single item for over $100 retail. After her smashing debut, Kim shared on Instagram that she would like to “get our business to a point where we can make my shapewear and essential underwear items available and accessible always.” —Lei Takanashi

Nordstrom Becomes First Retailer to Stock SKIMS

When: Feb. 2020

SKIMS made its official debut in brick and mortar retail by partnering with Nordstrom. On Feb. 5, 2020, Nordstrom began stocking SKIMS in store and online. “It was a natural choice to bring SKIMS to Nordstrom as our first retail partner,” said Kardashian in a statement. “Nordstrom is renowned for its unmatched customer service and inclusive size offerings. It was essential to me that we launch with the full range of sizes and shades that SKIMS has to offer, which is a value shared by Nordstrom.” On an earnings call shortly after they began stocking, a Nordstrom exec described their partnership with SKIMS as a success. “We had over 2 billion [media impressions], I think actually it was. So, it was really remarkable. We sold a ton in that store [the new New York City flagship],” said Nordstrom President and Chief Brand Officer Pete Nordstrom. “But it also really helped [as] kind of a lift around the company. And again, it improves our opportunity to collaborate with our core strategic brands to bring in launches and do new, exciting things.” —Lei Takanashi

SKIMS Opens First Pop-Ups in LA and Paris

When: Oct. 2021

SKIMS only grew bigger post-COVID. In 2021, it opened its first in-person pop-up experiences in Los Angeles and Paris. The pop-ups were designed by Willo Perron, a designer and creative director who also comes from Ye’s creative camp. "The whole concept was based on there being no hard corners, everything is round with soft edges and all the pieces are super glossy," Perron told Dezeen about the design of the pop-ups. "I wanted people to feel like they had to touch it. It's also reminiscent of body forms and the curves of a body." In an interview with WWD Kardashian said that the pandemic’s embracement of loungewear helped SKIMS quadruple its sales in 2020 with lines like SKIMS Cozy. “I knew it would do well because I’d never seen anything like it before, but we’ve restocked it 10 times now,” she told WWD. “We just keep adding different colors and we always sell out.” It was around this time when Kardashian also began teasing an entry into the men’s market with the introduction of the SKIMS Boyfriend line. Although Kardashian said she’s anticipated opening a permanent brick and mortar store, the pop-ups have continued. The most recent SKIMS pop-up was held in New York City’s Rockefeller Center in May 2023. —Lei Takanashi

SKIMS Is Official Underwear of Team USA at Summer Olympics

When: Oct. 2021

Aside from growing in sales, another major win for SKIMS in 2021 was becoming the official underwear for Team USA’s women’s teams during the Summer 2021 Olympics. It was an important collaboration for Kardashian, who was raised by the Olympic gold medal–winning athlete Caitlyn Jenner. “Ever since I was 10 years old, I’ve heard every single detail about the Olympics,” said Kardashian in an Instagram post unveiling the collection. “When I received the call inviting SKIMS to be a part of Team USA, every moment I’ve spent admiring the strength and energy of the Olympians from the sidelines came full circle.” It was at this moment when SKIMS joined the ranks of brands like Nike and Polo Ralph Lauren, which have traditionally outfitted athletes with its clothing for decades. The lookbook for the collaboration stayed true to SKIMS’ emphasis on inclusivity by featuring athletes like Scout Bassett, a Paralympic sprinter and long jumper. —Lei Takanashi

When: Jun. 2024

Skims was once again an official partner for Team USA for the 2024 Paris Olympics and Paralympics. The loungewear, sleepwear, and underwear capsule was accompanied by a campaign starring America’s beloved athletes like Fred Kerley, Sunisa Lee, and Gabby Thomas. –Shinnie Park

SKIMS x Fendi

When: Oct. 2021

SKIMS continued to explode in 2021 through a luxurious collaboration with Fendi. Kim Jones designed a collection with Kardashian that blended the design language of both labels. Shapewear, lingerie, swimwear, outerwear, and accessories inspired by a 1979 Fendi collection designed by Karl Lagerfeld were produced. Jones told WWD he was driven to collaborate with SKIMS after he noticed women in Fendi’s design team were glued to their phones for a SKIMS drop during a meeting. “My Fendi is about creating something for every woman, every different shape — and that’s something at the heart of Skims, too,” Jones told WWD. Fendi’s luxe take on SKIMS included shapewear crafted out of engineered velvet and a $4,200 bonded leather dress. When the collaboration dropped, it sold out in one minute and generated ​​$1 million in sales. —Lei Takanashi

SKIMS Launches Swimwear

When: March 2022

SKIMS dipped into new waters in 2022 by launching its own swimwear line. The SKIMS Swim collection included bikinis and one-piece swimsuits in 19 different silhouettes and seven colorways. “Feeling confident is really important and so many women dread the idea of putting on a swimsuit and baring it all,” Kim told Vogue. “I wanted to change that and take away the anxiety of buying and wearing swimwear by offering a complete system of solutions and options that aim to suit every taste.” The same year SKIMS Swim launched, the brand was valued at $3.2 billion. —Lei Takanashi

Named one of Time’s Top 100 Most Influential Companies of 2022

When: May 2022

In 2022, SKIMS was highlighted as one of the top 100 most influential companies of the year by Time. The following year, Kardashian even donned the cover of the annual Time issue to mark SKIMS’ inclusion in the 2023 list. “Obviously you have big hopes, but this definitely exceeded everything that I ever imagined,” Kardashian told Time in a 2023 interview. —Mike DeStefano

Kim Kardashian, Emma Grede, and Jens Grede Awarded the First Innovation Award at the CFDA Awards

When: Nov. 2022

In 2022, the CFDA presented its first-ever Innovation Award at its annual ceremony. The inaugural winners were none other than Kardashian, Emma, and Jens Grede. The awards were presented to the trio by another entrepreneurial titan, Martha Stewart.

“We’re so proud of SKIMS’ ability to not only innovate with our products, but also with our mission of inclusivity. We have put a strong emphasis since our launch on continuing to shape the industry to embrace size equality and diversity as a fixture, not just a trend,” said Kardashian in her acceptance speech. We’re sure this won’t be the last time that we see Kardashian accepting an award for her work with SKIMS. —Mike DeStefano

SKIMS Performance Debuts

When: March 2023

Anyone trying to wear their SKIMS to the gym got their wish granted in March 2023 when SKIMS debuted its line of activewear. SKIMS Performance featured five items available in three colorways: a long-sleeve top, a high-waisted legging, a racerback tank, a stirrup legging, and a high-waisted bike short. —Mike DeStefano

Valued at $4 Billion

When: July 2023

In July 2023, SKIMS announced its latest funding round worth $270 million, which made its value over $4 billion. In an interview with The New York Times announcing the valuation, SKIMS chief executive Jens Grede said that the company was on track for $750 million in sales in 2023. Along with an expansion into men’s clothing that we have already seen start to take shape, SKIMS also plans to open up various flagship stores in L.A. and NYC in 2024 as it continues on its upward trajectory. Maybe one day SKIMS will have the same presence as Victoria's Secrets in shopping malls. Who knows? —Mike DeStefano

Announces SKIMS Mens

When: Oct. 2023

Finally, men can experience the brand that all of their girlfriends can’t stop raving about. One of SKIMS’ biggest expansions to date has been the introduction of SKIMS Mens in 2023. Kardashian enlisted three of the best athletes on the planet to unveil her newest category: Oklahoma City Thunder guard Shai Gilgeous-Alexander, Brazilian soccer star Neymar, and San Francisco 49ers defensive end Nick Bosa. Products include underwear, T-shirts, tank tops, leggings, and socks in a variety of colors that range from $16–$98. The offering is broken into three categories based around different fabrics: Cotton, Stretch, and Sport. I don’t know about you all, but I’m personally very interested in finding out if these are really, “the most comfortable underwear you’ll ever own.” —Mike DeStefano

SKIMS Introduces Ultimate Nipple Bra

When: Oct. 2023

SKIMS followed up the announcement of SKIMS Men with another viral campaign. This time, Kardashian was front and center to introduce the Ultimate Nipple Bra. As the name suggests, the bra features a built-in faux nipple. Kardashian can be seen flaunting the new bra in a laboratory setting with memorable quips such as, “No matter how hot it is, you’ll always look cold.” As you may expect, the campaign immediately went viral. Since its debut, SKIMS has even taken to referring to the Ultimate Nipple Bra as “the push-up bra that broke the internet” on its Instagram page. Leave it to Kardashian to break the Internet once again. —Mike DeStefano

Announced as Official Underwear of the NBA, WNBA, and USA Basketball

When: Oct. 2023

On Oct. 30, 2023, SKIMS was announced as the official underwear of the NBA, WNBA, and USA Basketball. The three-year partnership will include on-court virtual signage during national broadcasts, and activations at future events like All-Star Weekend and the NBA In-Season Tournament.

“SKIMS has quickly become one of our most culturally-influential brands,” said NBA Commissioner Adam Silver in an official press release. “We look forward to bringing NBA fans and SKIMS users unique experiences, new offerings, and premium products through our partnership.” —Mike DeStefano

Collaboration With Swarovski

When: Nov. 2023

On Nov. 2, 2023, Skims announced its collaboration with Swarovski. Skims’ hero products were sprinkled with Swarovski crystals, along with body chains and other accessories. The embellished skin-toned dresses from Skims’ Jelly Sheer line evoked similarities to Kim’s 2022 Met Gala look, where she famously wore Marilyn Monroe’s Happy Birthday, Mr. President dress. –Shinnie Park

Collaboration with Dolce & Gabbana

When: Nov. 2024

Dolce&Gabbana has had a long-standing relationship with the Kardashian-Jenner family, so a collaboration with Kim’s billion-dollar shapewear empire was a natural next step. Channeling D&G’s 90’s lingerie-meets-eveningwear look, their collection reimagines Skims’ second-skin pieces with Italian glamour. The campaign stars Kim herself, alongside Kourtney, who was dressed by Dolce & Gabbana for her wedding, bringing their family’s connection with the house full-circle. –Shinnie Park

Collaboration with The North Face

When: Dec. 2024

The Kardashians love to hit the slopes in the winter. This collaboration came at a moment when a video of Kim gliding down the slopes went viral. In this video where she introduced the collaboration, Kim revealed that her inspiration was a Nuptse jacket she had owned for years, which had been tailored to fit her perfectly. The collection includes everything you need for a ski trip, from baselayers to insulated jumpsuits, all designed to accommodate a curvier body type. –Shinnie Park

Opens NYC Flagship on 5th Ave

When: Dec. 2024

In Dec. 2024, Skims celebrated the grand opening of its first flagship store in New York City. The three-story store houses both signature and limited-edition collections. Located in the heart of 5th Avenue, neighboring Cartier, the brick-and-mortar store still commands lines outside to get in. The opening night of the flagship drew in a star-studded crowd, including Cardi B, Ice Spice, and Paris Hilton. –Shinnie Park

Nike Announces NikeSkims

When: Feb. 2025

On Feb. 18, 2025, Skims and Nike announced the launch of a new women’s activewear line, NikeSkims. The two are adamant that this is not just a collaboration, but a full brand. It aims to merge Nike’s sports technology with Skims’ focus on the body, releasing training apparel, sneakers, and accessories. The first collection is set to debut in the US this spring, with a global rollout planned in 2026. We predict this will elevate Skims’ global reach to new heights, given Nike’s status as one of the world’s most valuable brands. –Shinnie Park