Kim Kardashian

Kimberly Noel Kardashian (born October 21, 1980) serves as Creative Director and co-founder of SKIMS, the shapewear and loungewear brand she launched in 2019 with business partner Jens Grede. Drawing from her decades of experience in fashion and her frustrations with existing shapewear options, Kardashian has built SKIMS into one of the most successful direct-to-consumer fashion brands, valued at $4 billion as of 2023.

The Vision Behind SKIMS

Kardashian's entry into the shapewear industry wasn't accidental—it was born from personal necessity. For years, she had been cutting up shapewear garments and dyeing them with tea and coffee to match her skin tone. "I would always cut up my shapewear to make my own things," she explained in numerous interviews. This DIY approach revealed a massive gap in the market: quality shapewear that actually matched diverse skin tones and body types.

Her vision for SKIMS centered on three core principles: inclusivity in sizing (XXS to 5XL), diversity in shade offerings (nine core tones), and comfort without sacrificing effectiveness. Unlike traditional shapewear that often felt restrictive, Kardashian insisted on using innovative fabrics that sculpted while remaining breathable and comfortable for all-day wear.

Creative Direction and Design Philosophy

As Creative Director, Kardashian is deeply involved in every aspect of product development. She personally tests every item, often sharing behind-the-scenes content of fitting sessions and design reviews on social media. Her approach is hands-on: she reviews fabric samples, approves colorways, and ensures each piece meets her exacting standards.

Her design philosophy emphasizes minimalism and functionality. SKIMS products feature clean lines, neutral tones, and seamless construction designed to be invisible under clothing. "The best shapewear is shapewear you forget you're wearing," has become something of an unofficial company motto.

Kardashian's influence extends beyond product design to marketing and brand positioning. She pioneered the use of diverse models of all body types and ages in campaigns, challenging the traditional beauty standards perpetuated by the fashion industry. Campaigns have featured everyone from plus-size models to women in their 70s, reflecting the brand's genuine commitment to inclusivity.

From Concept to Launch

The journey to launching SKIMS began in 2018 when Kardashian connected with Jens Grede, who had experience building successful fashion brands. Together, they spent over a year developing the initial collection, perfecting fabrics, and testing products. Kardashian was adamant about getting the details right before launch.

The original brand name, "Kimono Intimates," sparked immediate controversy for cultural appropriation. Kardashian's response demonstrated business maturity: she listened to critics, apologized, and quickly pivoted to SKIMS. This ability to adapt while maintaining momentum proved crucial to the brand's success.

Expanding the Brand

Under Kardashian's creative leadership, SKIMS has evolved far beyond shapewear. She directed the expansion into loungewear during the pandemic, recognizing the cultural shift toward comfort and work-from-home attire. The Cozy Collection became one of the brand's most successful lines, often selling out within hours.

In 2023, Kardashian spearheaded SKIMS' entry into menswear and the groundbreaking partnership with the NBA, WNBA, and USA Basketball. The decision to position SKIMS as athletic underwear was bold, putting the brand in competition with established sportswear giants. Her personal relationships with athletes and understanding of sports culture helped secure these partnerships.

Most recently, she's overseen the design of SKIMS' first physical retail stores, ensuring they reflect the brand's minimalist aesthetic and inclusive values. The flagship store at The Grove in Los Angeles features a warm, neutral palette and an open layout designed to make shopping comfortable for customers of all body types.

Business Acumen and Market Impact

While Kardashian's celebrity status undoubtedly helped launch SKIMS, her business acumen has sustained it. She leverages her social media following (over 350 million on Instagram) with sophisticated strategy, creating anticipation for drops and engaging directly with customers about product feedback.

Her approach to pricing reflects market savvy: SKIMS products are premium but not luxury-priced, positioned to be accessible to the brand's core demographic. This pricing strategy, combined with the DTC model, has allowed SKIMS to maintain healthy margins while remaining competitive.

Industry Recognition

Kardashian's work with SKIMS has earned recognition from fashion industry publications and business media. TIME magazine named SKIMS one of the most influential companies, and Kardashian has been profiled by Forbes, The Wall Street Journal, and Vogue for her entrepreneurial success.

Fashion critics, once skeptical of celebrity-founded brands, have largely acknowledged SKIMS' genuine innovation and impact on the shapewear category. The brand has been credited with forcing legacy competitors to expand their size and shade ranges.

Leadership Style

Colleagues and business partners describe Kardashian as detail-oriented and demanding, with high standards for every aspect of the brand. She's known for responding to customer complaints personally and making rapid adjustments based on feedback. This responsiveness has helped SKIMS maintain customer loyalty despite its premium pricing.

Her partnership with CEO Jens Gredehas been characterized by clear role delineation: Kardashian handles creative, marketing, and brand vision, while Grede manages operations, finance, and business development. This division of labor has allowed both founders to focus on their strengths.