Kim Kardashian’s shapewear brand, Skims, launches in the UK

Skims, the inclusive “solutionwear” brand founded and advertised byKim Kardashian West, has launched in the UK and is available inSelfridges.

“The story of SKIMS began when Kim Kardashian West became sofrustrated with the lack of effective shapewear options out there thatshe began to cut up and dye her own designs at home. This led heron a journey to design solution-focused shapewear, underwear andloungewear created with everybody (and every body) in mind,”Selfridges state on their website about the brand.
“So when it came to events and things I would always have to dyemy shapewear to get the colour richer… I thought why didn’t this existthat didn’t have different skin tones? I wanted women to feelcomfortable” said Kim Kardashian West.
“I’ve always played with shapewear throughout my whole career and viewed it as a solution category. Whether I was wearing a full sheer look or wearing uncomfortable fabrics, shapewear was always the answer. I used tocut up shapewear, dye it, and even use shipping tape in order tocreate a perfect look. It was all this experimenting that made menotice a gap in the market that I knew I had the experience to fill.From there, SKIMS was born.”
The range includes over 200 styles, from shape-sculpting waisttrainers and bodysuits to sporty loungewear and knit tanks. Skims isavailable in sizes XXS- 5X and nine tonal colourways.
“We use the best fabrics and advanced construction to create oursolution-based shapewear, underwear and loungewear. With its hugesize and colour offering, SKIMS is for everybody,” stated KimKardashian West.
Prices start from just £20 for a pair of briefs and range to £149 for thecozy boucle knitted robe, which is available in five colours.Speaking about the UK launch, Kim Kardashian West said:“Selfridges are known for their incredible fashion mix – making it theperfect place for UK based customers to discover Skims.”
The range is now available on as well as in theretailer’s stores in London, Birmingham and Manchester.

Maria Peftouloglou