A Journey Through the Ambitious Rise of an Iconic Businesswoman in the Digital Age
Kim Kardashian, in an exclusive interview with The New York Times, articulated her profound aspiration to transcend boundaries and leave an indelible mark across the globe. She emphatically stated, “I want to be in every country possible. I don’t really start out to do anything not the biggest possible,” underscoring her unwavering commitment to achieving monumental success.
Furthermore, she unreservedly proclaimed, “the sky is my limit,” demonstrating her unbridled ambition and determination to reach for the stars. Kim’s vision for Skims knows no bounds, and she envisions a future where her brand resonates with people from every corner of the world.
Kim Kardashian‘s journey from being entangled in controversy as an alleged sex tape star to becoming a prominent reality star, Kanye West’s muse, and ultimately a billionaire businesswoman is nothing short of extraordinary. She has, alongside her family, emerged as an iconic figure in 21st-century socio-cultural landscape.
Renowned author MJ Corey, in his groundbreaking book “DeKonstructing the Kardashians,” aptly identifies Kim as “the emblem of American capitalism in the age of the social media economy.” In this context, Skims stands as a testament to her indomitable spirit and the boundless potential of her brand to redefine the fashion industry and inspire countless individuals worldwide.
Skims: Redefining Fashion with Kim Kardashian, Louis Vuitton, and Fendi in Its Wake
In 2019, the birth of Skims may have seemed like yet another influencer-driven brand or a mere vanity project. However, it has since blossomed into a globally respected and esteemed phenomenon, transcending its origins. The brand’s meteoric rise saw its valuation soar from 1.6 billion US dollars in 2021 to an astonishing 4 billion US dollars by the summer of 2023.
Skims set out with a humble range of solution wear and shaping underwear, designed to empower all women by enhancing and sculpting their silhouettes without compromising on support or comfort. Over time, this initial offering expanded to encompass loungewear, swimwear, and pajamas, seamlessly fitting into a market segment with an ever-evolving definition. Leggings and bodysuits, once considered undergarments, have now claimed their place as fashion-forward essentials, where comfort reigns supreme.
This year, Skims achieved a remarkable feat by standing as the sole non-high fashion brand sandwiched between industry giants Louis Vuitton and Fendi in Lyst’s prestigious ‘hottest brands’ index. The adhesive force binding each Skims collection has always been Kim Kardashian‘s unwavering commitment to diversity, inclusivity, and body positivity. This ethos is reflected in the brand’s inclusivity, offering garments in 11 sizes from XXS to 4XL and presenting a diverse palette of 9 colorways for each item, thoughtfully categorized by skin tone.
Skims has also forged a distinctive and influential aesthetic, frequently enlisting the endorsement of renowned and diverse celebrities such as Rosalía, Kate Moss, Kim Cattrall, and Cardi B. In doing so, it continues to resonate with a global audience, carving a unique and innovative path in the world of fashion and inclusivity.
Every choice made by Kim Kardashian and her collaborators has unfolded as a resounding success story. Over the past two years, Skims has achieved remarkable milestones, capitalizing on the increased demand for loungewear during the lockdown era. It was appointed as the official underwear supplier for Team USA at the Tokyo 2021 Olympics, presented an exclusive capsule collection in collaboration with the iconic fashion house Fendi, and clinched the prestigious 2022 Innovation Award from the Council of Fashion Designers of America.
However, Kim Kardashian is not one to rest on her laurels. As she has affirmed in numerous interviews, her appetite for success knows no bounds, and in her relentless pursuit of global conquest, 2023 has proven to be a whirlwind of activity and accomplishment. To mark the brand’s fourth anniversary, she orchestrated a spectacular campaign featuring a star-studded lineup donning Skims apparel. The list of luminaries included the likes of Cardi B, Kim Cattrall (the unforgettable Samantha from “Sex and the City”), Nelly Furtado, and Ice Spice.
In a significant and natural progression, Skims ventured into the realm of men’s bodywear. Jens Grede, CEO and co-founder of Skims, revealed that the brand’s website had already attracted 10 percent male traffic, signifying that a staggering 50 million men had visited the site in recent months. The brand strategically enlisted sports icons to gain a foothold in this new market segment. Renowned athletes such as PSG footballer Neymar Jr, Oklahoma City Thunder player Shai Gilgeous-Alexander, and NFL defender Nick Bosa became ambassadors for Skims‘s men’s line, endorsing products like sports leggings, boxer shorts, tank tops, and socks. The result was nothing short of astounding, with 25 thousand online orders within just five minutes of the October 26th launch.
Skims further solidified its connection to the sports world when the National Basketball Association (NBA) named it as the official partner in October. This partnership, set to endure for years, will also encompass the association’s women’s division, reinforcing Skims‘s influence in the athletic sphere.
Amidst this whirlwind of activity, Kim Kardashian managed to go viral on social media with a unique creation – the Ultimate Nipple Bra. This groundbreaking garment, equipped with built-in nipples, was introduced through a commercial that cleverly interwove environmental and global warming issues.
What lies on the horizon? According to insiders, a stock market listing appears to be the next logical step in Skims‘s journey towards continued innovation and global dominance.
Radiance Meets Elegance: The Spectacular Swarovski x Skims Collaboration of 2023
The year 2023 has been marked by yet another triumphant milestone for Skims, as it embarks on an exquisite collaboration with the illustrious Austrian crystal company, Swarovski. This extraordinary partnership is set to unleash a collection of unparalleled opulence, scheduled for release on November 7th, available not only on Skims.com but also gracing the shelves of Swarovski boutiques, including the grand Swarovski flagship store on Fifth Avenue, as well as select luxury emporiums across the globe, such as the renowned Selfridges in London, where it will be showcased from November 7th to the 26th.
At the heart of this collaboration lies an exquisite focus on crystal body jewelry in a myriad of sizes, designed to be artfully combined in various ways, alongside an enticing array of ready-to-wear garments, including crystal-encrusted lingerie, leotards, and dresses. Drawing inspiration from the timeless Millenia jewelry collection, these pieces are versatile, meant to be worn both under and over other attire. The ability to pair them with chokers, necklaces, and bracelets promises to create a mesmerizing “wow” effect, suitable for any grand occasion.
Photographed by the acclaimed Mert Alas, the Swarovski x Skims collection exudes an allure that somewhat harks back to the iconic Marilyn Monroe dress worn by Kardashian at the 2022 Met Gala. For Alexis Nasard, CEO of Swarovski, this collaboration signifies not only “a new level of collaboration” but also an embodiment of a fresh corporate strategy. In the context of Kim Kardashian’s brand, it serves as an exploratory endeavor, a test of the brand’s capabilities and its potential to push boundaries and discover the market’s capacity. Moreover, it sets the stage for potential future endeavors.
This venture is not merely about showcasing opulent creations; it is also a practical avenue to test the waters of in-person retail, as the collection finds a home in 40 Swarovski stores worldwide. Simultaneously, Skims has grand plans for its own retail expansion, with flagship stores poised to grace Los Angeles and New York in the coming year, alongside the opening of five to eight more in smaller cities. This collaboration stands as a testament to the indomitable spirit and ambition of Skims and Kim Kardashian, as they continue to redefine the boundaries of fashion and retail.
The Grede Factor: The Driving Force Behind Skims’ Phenomenal Success
The true essence of Skims’ unprecedented success remains an enigma to some, but there’s no denying that the guiding force behind the brand includes Emma and Jens Grede, a dynamic husband-and-wife duo with a remarkable track record in the world of marketing and business development. Emma, a London native, and Jens, hailing from Sweden, crossed paths in the early 2000s during Emma’s tenure at the Saturday Group, a renowned fashion marketing firm celebrated for its ability to forge connections between celebrities and renowned brands.
Jens, on the other hand, is best recognized for co-founding the upscale men’s fashion destination, Mr Porter, alongside his business partner Erik Torstensson, in 2011. Just a year later, he played a pivotal role in the establishment of the denim brand Frame, a favorite among supermodels. Torstensson continues to contribute as the creative director for Frame.
Emma’s connection with the Kardashian-Jenner family began with a fortuitous meeting with Kris Jenner, leading to the inception of several successful ventures. The first of these endeavors was the launch of the denim brand Good American in collaboration with Khloé Kardashian in 2016. In 2021, Emma and Kris expanded their horizons with the introduction of a line of natural cleaning products called Safely, while Emma and Jens lent their expertise to support Kylie Jenner’s fashion line, Khy.
However, among their various ventures, it’s Skims that stands as the crowning achievement. Jens serves as the CEO and spearheads the marketing efforts, while Emma assumes the pivotal role of Chief Product Officer, driving the development of the brand’s clothing lines.
Despite the extraordinary success, the Grede couple prefers to keep their strategies shrouded in mystery. For Jens, the presence of celebrities is an undeniable force in the consumer economy, asserting that they are “the only sticking point.” However, he emphasizes that mere star power isn’t sufficient to achieve substantial results; a unique, distinct aesthetic and desirability are essential attributes. According to Jens, Kim Kardashian embodies these qualities in abundance, making her the linchpin of their success.
Yet, is the equation for Skims’ triumph as simple as one iconic figure? It’s a notion that’s difficult to accept, considering the multifaceted approach and undeniable chemistry that the Grede duo has orchestrated in their journey towards fashion and business excellence.
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