Kim Kardashian West‘s Skims brand is on its way to the region. The shape-enhancing undergarment brand will be exclusively available in the Middle East on Ounass.
Skims will be launching on the luxury e-tailer on December 17, offering those in the region access to Kardashian West’s transformative clothing collections. Ahead of the launch, Kim Kardashian West spoke exclusively to Vogue Arabia, sharing, “I am excited for Skims to continue to expand and have a larger global presence. I can’t wait for Ounass customers to discover and try the products.”
Since its launch in September 2019, Skims has become a revolutionary clothing concept, specializing in body-enhancing shapewear in a diverse range of skin tones. It saw immediate success, with the first collection selling out in minutes, and has since gone on to sell more than three million pieces worldwide.
“I’ve always played with shapewear throughout my whole career and viewed it as a solution category,” explains the entrepreneur. “Before Skims I used to cut up shapewear, dye it, and even use shipping tape in order to create a perfect look. It was all this experimenting that made me notice a gap in the market that I knew I had the experience to fill. From there, Skims was born.”
The brand initially entered the fashion world in the women’s luxury lingerie market, however, it soon shifted to a daily womenswear label. Over its first year of operations, Skims has also expanded into loungewear, becoming a huge hit in the coronavirus era, where many found themselves swapping their closet’s best threads for more comfortable attire.
One of the brand’s USPs is its color range and sizes, with Kardashian West explaining, “Skims is for everybody and everybody – no matter their shape, size or color. We have such a great size and color offering as I knew firsthand how limited products were. I wanted every person to have access to great shapewear, underwear, and loungewear and I want women to feel comfortable and confident in whatever they are wearing.”
Today, the label offers a variety of undergarments, loungewear, and shapewear in several different collections. Each garment from the Skims brand has been designed by Kardashian West for everybody and all bodies to smooth, enhance, lift, and tone their figures. “Everyone loves soft and comfy clothing,” the former Vogue Arabia cover star says. “With Skims we wanted to make sure that we bring our customers comfort in a cool and modern way. With our shapewear and all of our loungewear collections, we made sure that each silhouette is both stylish and soft so you can feel your best self in every style.”
What are her favorite pieces from the collection? “I love our Fits Everybody Triangle Bra and Thong – they are both so soft, stretchy, and comfortable, I literally wear them every single day,” she explains. “Another favorite is the Sculpting Bra, it’s the perfect alternative to an underwire bra as it’s still really supportive, firm and gives the lift you want.” Kardashian West also highlights the Cozy and Sleep line as “these collections are perfect to lounge in and wear to bed.”
Noting Dubai as one of her favorite places, Kardashian West shares her elation at bringing her brand to the Middle East, and teases fans about what they can expect. “Customers are looking for immediate shopping experiences, which is why it’s so important for Skims to have our weekly collection drops,” she explains. “I love that our Skims launches bring something new and fresh on a consistent basis.”
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