Скачать или смотреть Kim Kardashian vs The World | Skims Masterclass

In a celebrity brand landscape where hype is easy but longevity is rare, Skims has done the impossible. Founded by Kim Kardashian in 2019, the comfortwear and shapewear label has grown into a $4 billion empire—without chasing trends or leaning solely on star power.
Instead, Skims redefined an unsexy category by positioning shapewear not as a tool to hide flaws, but as a system for self-love. With inclusive sizing, nine skin-tone shades, and fabric innovations like “Fits Everybody” and “Soft Lounge,” the brand turned try-on moments into viral campaigns. Behind the scenes, smart DTC strategies—like scarcity-driven drops and a Fit-Finder Tool—tightened operations and boosted loyalty.
But the brand isn’t without its risks. From its early “Kimono” controversy to questions about whether it can thrive without Kim, Skims faces the same existential dilemma as any founder-led brand. Yet in just five years, it has set a new standard for celebrity businesses: useful, intentional, and deeply relatable.
Join Rishabh Jain, founder of Confetti Design Studio, as we decode how Skims became a global fashion force—and the lessons every brand can learn from its rise.
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Decoded by Confetti explores the intersection of branding, tech, design, and culture through the strategies of the world’s biggest consumer brands.