Cult label SKIMS launches Down Under, exclusive to David Jones.
Kim Kardashian West needs no introduction. Mother, model, media mogul – these are but a few hats that the leading woman of shapewear, well, wears. As her brand SKIMS – which has become synonymous with modern femininity – hits Australian shores for the first time, JONES uncovers the business of being Kim Kardashian West, from where it all began to what comes next.
Where did the SKIMS journey begin?
I’ve been obsessed with underwear and shapewear for years – I collect it! However, I could never find exactly what I was looking for. When it came to shapewear, I would cut up pieces and sew them together to create the style and compression I needed and dye them with tea bags to get the right shade to complement my skin tone. SKIMS was created as a solution to this huge gap in the market for shapewear that delivered results while being for today’s woman. Our pieces enhance your curves (never flatten them) and are comfortable enough to wear all day.
“When it came to shapewear, I would cut up pieces and sew them together to create the style and compression I needed and dye them with tea bags to get the right shade to complement my skin tone – SKIMS was created as a solution to this huge gap in the market”
Kim Kardashian West
Australia is a key market for SKIMS. What do you think Australian women find so appealing about the brand and product?
One of the most amazing things about SKIMS is how universal our offering is. Our main focus is on fit and quality – we always want to make sure that everything we make is comfortable and that it makes you feel your best, which means everyone can participate in the brand. It’s so important to me that we continue to offer inclusive sizing and wide colour selections so that every woman can find what she’s looking for.
David Jones is excited to be the first bricks-and-mortar stockist in Australia. What excites you the most about the retail partnership?
I love our Australian customers! I’m so grateful for the support they’ve shown since we launched and am thrilled that we will now be able to offer them a physical shopping experience to be able to touch and try on the product in person.
What are your can’t-live-without pieces from the range?
Without a doubt, the Fits Everybody collection! I wear the thong and triangle bra every day – I can’t live without them. The fabric is so stretchy and light, so you feel like you’re not wearing anything, but you still get all the support and hold. I also love the boy short for sleeping and the long-sleeved and short-sleeved bodysuits for layering under clothes or wearing with pants as a top.
You developed the fabrics for your solutionwear pieces. Can you explain the technology behind the fits?
What makes our shapewear so unique is the combination of a proprietary fabric and targeted levels of support and compression. We spent years developing the material – it has performance-level qualities, but is so soft you can wear it every day, and under anything. We also paid close attention to each piece and what the purpose of every style was. Our Core Control group has double-layered compression around the tummy for extra control and a cinched-in waist, whereas our Sculpting Short has light but supportive ‘butt pockets’ to enhance your assets. Our Sculpting Bodysuit has different levels of compression throughout the piece – the bust is supportive and lifting, the waist is cinching and the lower portion smooths your hips. No two pieces are alike, which makes this new shapewear more nuanced and targeted.
“I think women just want to be comfortable and confident, it’s as simple as that, and it’s our job to give them pieces that make them feel that way!”
Kim Kardashian West
The brand has moved beyond just shapewear – including the Cozy collection launching just before lockdowns. Have you seen consumer mindset change since the initial SKIMS launch in 2019?
Naturally yes, but I think what keeps our customers coming back is our continued commitment to comfort. Loungewear has had a moment during the pandemic, but we also saw our underwear become even more popular. I think women just want to be comfortable and confident, it’s as simple as that, and it’s our job to give them pieces that make them feel that way!
You’re a mum, an entrepreneur and a law student. How do you find time to fit it all in?
I try to keep a balance between work and life and focus on the big picture. I’m so lucky that I have an extremely supportive family and close group of friends who are so caring and always keep me grounded.