Beyond body positivity and celebrity endorsements, discover how Kim Kardashian’s Skims leverages brand collaborations for success
When it comes to modern branding, Kim Kardashian’s Skims has cracked the code. Co-founded by the reality TV star-turned-business mogul, the shapewear powerhouse has elevated itself far beyond its origins by mastering the art of strategic co-branding. From iconic fashion houses to unexpected industry players, Skims collaborations highlight the growing importance of partnerships in creating cultural relevance, expanding market reach, and driving innovation.
From Shapewear Brand to Global Powerhouse
Skims clothing was launched in 2019 with a focus on body positivity, comfort, and style, revolutionising the shapewear industry. However, the company’s journey from a niche brand to a $4 billion global powerhouse wasn’t built solely on size and shape inclusivity, high-quality materials, celebrity endorsements, and overall sensuous appeal. Skims collaborations have played a pivotal role in its rapid ascent, offering a model for brands looking to redefine their market position.
From its co-creation with Fendi to its partnership with the U.S. Olympic Team, and more recently with Dolce&Gabbana and The North Face, Skims collaborations are far from mere publicity stunts. They are meticulously designed to tap into new audiences, align with cultural moments, and leverage the strengths of partner brands to create something entirely new.
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Of course, there’s no better time to discuss Kim Kardashian’s business, which is ramping up its physical retail presence with a new Skims flagship store at 647 Fifth Avenue in New York City. The three-storey Midtown Manhattan location opened last week, just in time for the holiday season. The launch was celebrated with a star-studded party attended by notable guests, including Cardi B, Ciara, Kelsea Ballerini, Teyana Taylor, Paris Hilton, Gayle King, and others. This opening highlights the growing ambitions of the Los Angeles-based brand. Originally a direct-to-consumer operation, the company has since expanded into wholesale partnerships and opened its first standalone Skims store in Washington, D.C., earlier this year.
What’s Behind Skims’ Strategic Partnerships
Take the recent Skims x The North Face collaboration, for example. This limited-edition capsule collection merged The North Face’s expertise in high-performance outdoor gear with the body-hugging silhouettes of Skims shapewear. The collection, designed for both the ski slopes and après-ski lounges, showcased how two seemingly different brands can unite to create functional, fashion-forward pieces that appeal to both loyalists and new fans.
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This wasn’t Skims’ first foray into high-profile partnerships. The 2021 Skims x Fendi collection blended high-end fashion with practicality, integrating Fendi’s iconic designs with Skims luxurious shapewear innovation.
Similarly, collaborations with Swarovski and the NBA demonstrated Kim Kardashian’s ability to cater to diverse markets while staying true to Skims’ values of inclusivity and empowerment.
The Art of Timing: How Skims’ Collaborations Count
One of the most impressive aspects of Skims collaborations is its impeccable timing. Whether it’s launching a men’s collection tied to a major sports event or aligning with pop culture milestones like the Paris Olympics, Skims ensures its partnerships are part of broader cultural conversations.
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For instance, the Skims Olympic campaign featured Team USA athletes, reinforcing the brand’s commitment to celebrating diverse body types while tapping into global excitement. Similarly, their NBA collaboration introduced Skims bodywear to male audiences, a previously untapped market for the brand.
Why Brand Co-Creations Matter More Than Ever
In an era where consumers prioritise authenticity and cultural relevance, co-branding has become a crucial tool for staying competitive.
Successful collaborations allow brands to expand their audience—by teaming up with partners in different industries, brands can reach new demographics; reinforce brand values—aligning with like-minded partners strengthens brand identity; stay culturally relevant—tapping into current events or trends ensures a brand remains part of the conversation; and innovate creatively—combining expertise from various sectors leads to groundbreaking products.
Skims collaborations aren’t just about gaining visibility; they’re about creating experiences, telling stories, and setting trends. Whether it’s comfortable loungewear or body-shaping garments, Skims clothing serves as the perfect canvas for creating successful co-creation.
The Future of Co-Branding: A Roadmap for Transformative Growth
As the fashion industry evolves, co-branding is set to play an even larger role. Skims’ approach demonstrates that partnerships done right can be transformative, enabling brands to break boundaries and explore uncharted territories.
For brands looking to make an impact, the lesson is clear: co-branding isn’t just a strategy—it’s a superpower. Kim Kardashian’s Skims has proven that the right partnership, executed with timing and purpose, can redefine what’s possible in the world of fashion.
So, what’s next? If Skims has taught us anything, it’s that the possibilities are endless. With a strong commitment to inclusivity, offering a range of luxury undergarments and producing the best shapewear for women, as well as lounge sets and underwear for men, Skims has successfully carved out a space for itself at the forefront of fashion.
Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan