Written by Polly Drebin

When Kim Kardashian launched SKIMS in 2019, few predicted how quickly it would reshape the fashion landscape. What started as a passion project to create inclusive shapewear has grown into a billion-dollar brand. In just six years, SKIMS has proven how the line between everyday basics and high fashion is thinner than ever. Here’s a look at some defining moments that made SKIMS the fashion powerhouse it is today.

September 2019: A Rocky Start

When Kim Kardashian first introduced her brand, it was instantly problematic. The original brand name “Kimino” drew heavy backlash and criticism from the Japanese community, who questioned how Kim’s shapewear related to traditional cultural clothing. In response, Kimono was quickly rebranded to SKIMS alongside an apology from Kim for cultural appropriation.

The new brand prided itself on its wide range of sizes (XXS to 5X) and diverse set of skin tones. Despite previous backlash, the launch was an immediate success, selling out in minutes and generating $2 million in revenue according to TMZ.

February 2020: Nordstrom Partnership

On February 5, 2020, Nordstrom became the first official SKIMS retailer, offering their products both in stores and online. Pete Nordstrom, the President and Chief Brand Officer, claimed this generated over 2 billion media impressions and helped as a “lift around the company.” “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.”

October 2021: Pop Up Palooza

In Fall of 2021, SKIMS announced its first-ever pop-up stores in Paris and Los Angeles. Uniquely, the interior of these stores included everything rounded with soft edges to mimic the curves of a body. This drew in customers not only interested in the products but the one-of-a-kind layout.

June 2021: Going for Gold

On June 28, 2021, SKIMS revealed itself as the official underwear for Team USA’s women's teams during the 2021 Tokyo Olympics. Alongside this, they also launched a limited edition collection for the public that included the Olympic Rings and Team USA branding. This was a major milestone for SKIMS as it put them on the same playing field as major athletic brands like NIKE and Ralph Lauren, which have previously sponsored Olympic events in the past.

March 2022: Making Waves

The following year, SKIMS continued its expansion into different markets with its extensive swimwear line. Offering 19 different silhouettes in 7 colors, the line aimed to ensure confidence in its customers. 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.” Following this launch, the brand was valued at 3.2 billion in 2022, according to Lei Takanashi.

October 2023: Ultimate Nipple Bra

In October of 2023, SKIMS made headlines with their release of the “Ultimate Nipple Bra,” a push-up style bra with a built-in faux nipple. The product immediately made headlines and caused quite a stir among customers. Regardless of the bra’s legitimacy, it got audiences talking about the brand. SKIMS embraced this controversy and referred to its own product as “the push-up bra that broke the internet.”

October 2023: Courtside Confidence

That same month, SKIMS overtook the media again with its announcement as the official underwear of the NBA, WNBA, and USA basketball. This three-year partnership ensured that SKIMS maintained relevancy in sports long after the basketball season.

Winter of 2024: Crystals, Couture and Cold Weather Collabs

Over the winter of 2024, SKIMS continued expanding by partnering with various brands of all different focuses.

Collaborations with Swarovski, Dolce & Gabbana, and North Face allowed SKIMS to earn exposure from customers who might otherwise be unfamiliar with their product. They also announced each partnership with unique creative campaigns that differed from the typical simplistic SKIMS style.

September 2025: Stretching into Sportswear

Early this fall, SKIMS announced its official partnership with Nike: NikeSKIMS. This women’s activewear line is available on both Nike and SKIMS websites and even in some select Nike stores. Each company made it clear that this is not a mere collaboration, but a full brand with plans to expand in the future. With seven different collections, NikeSKIMS includes 58 different silhouettes, offering customers over 10,000 ways to wear their pieces.

Six years after its controversial debut, SKIMS has transformed shapewear to become a staple of both comfort and confidence. The brand that started as a closet secret is now everywhere– from locker rooms to runways. The question is no longer where SKIMS hasn’t been, but where it’s going next.

Edited by Ruby Her, Sophie Radbill, Molly Bloomfield and Galilea Matus

Sources:

https://www.tmz.com/2019/09/11/kim-kardashian-skims-launch-shapewear-millions/

https://www.complex.com/style/a/mike-destefano/kim-kardashian-skims-timeline

https://www.vogue.com/article/kim-kardashian-nikeskims-collection-debut