Kim Kardashian’s SKIMS has rapidly evolved from a shapewear startup into a global lifestyle brand, disrupting multiple fashion and apparel categories. While its reputation for creating “everyday essentials” for “every body” has earned consumer loyalty, the real genius lies in its marketing. At the heart of this brilliance is SKIMS’ collaboration strategy – a series of meticulously executed partnerships with iconic brands and organisations that consistently generate hype, drive sales, and expand the brand’s cultural footprint.
The brand’s success is equally reflected in its impressive statistics. In 2023, SKIMS generated an estimated US$750 million in revenue – a 50% increase from 2022, according to Sacra. Its valuation skyrocketed to US$4 billion as of May 2024, up from US$3.2 billion in 2022. With about 70% of its customers being millennials or Gen Z-ers, SKIMS demonstrates its ability to capture the attention of younger demographics. Additionally, high customer retention rates – 14% within 15 months of a first purchase – showcase the loyalty it inspires. These figures underscores SKIMS’ unparalleled growth and market dominance in a highly competitive industry.
This article explores how SKIMS leverages collaborations as a cornerstone of its marketing strategy, dives into the brand’s history, and examines its diversity-focused campaigns. From partnering with The North Face to breaking ground with Dolce & Gabbana and Fendi, SKIMS’ campaigns are redefining what it means to build a modern fashion empire – and it’s taking shape in Asia.
What is SKIMS Collaboration Strategy?
At its core, SKIMS’ collaboration strategy revolves around aligning with globally recognised brands to create limited-edition collections that blend the DNA of both partners. These collaborations transcend mere product offerings; they are cultural moments that spark conversations, generate exclusivity, and expand the brand’s audience. Each partnership strategically aligns with SKIMS’ brand ethos of innovation, inclusivity, and quality.
For example, the recent The North Face x SKIMS collection marries high-performance winter wear with SKIMS’ signature body-hugging silhouettes and monochromatic aesthetic. This partnership highlights a shared emphasis on functionality and style while introducing SKIMS to The North Face’s outdoor-loving audience.
“I’m extremely proud to announce The North Face x SKIMS collaboration. This marks SKIMS first-ever foray into the world of winter wear and partnering with The North Face allowed us to leverage their expertise in this category. The collection is a combination of functional and flattering apparel solutions for the season,” Kim Kardashian, Co-Founder and Chief Creative Officer, SKIMS, said in a press release. “I’ve spent a lot of time on the slopes, so I was definitely inspired when we were developing this collection and I can’t wait to wear these pieces on my next trip.”
“At The North Face, we always put innovation and functionality first, the collaboration space is no exception. With SKIMS, we maintained best in class constructions and materials and this collaboration came about from a mutual admiration. The North Face is constantly inspired by innovative brands that are driving culture like SKIMS and this limited edition collection draws on the core strengths of each brand,” stated David Whetstone, Director of Collaborations and Energy, in the press release.
By leveraging the iconic status of The North Face, SKIMS has managed to broaden its appeal beyond fashion-forward consumers to outdoor enthusiasts. The campaign imagery – shot on the peaks of Chile’s majestic mountains – perfectly encapsulates the versatility of the collection, appealing to both the fashion-conscious and the adventure-seeking communities.
Similarly, collaborations with brands like Dolce & Gabbana and Fendi have cemented SKIMS’ credibility in the high-fashion world. By co-creating products with such luxury powerhouses, SKIMS elevates its brand perception without alienating its core demographic of everyday consumers.
But what makes these partnerships so compelling? It’s the narrative – each collaboration tells a story that seamlessly integrates the heritage of the partner brand with SKIMS’ forward-thinking design philosophy. The result is not just a product, but an experience that resonates across different consumer touchpoint, from social media buzz to exclusive in-store activations.
SKIMS: History of the Brand and Why We Like Them
Founded in 2019 by Kim Kardashian and Jens Grede, SKIMS was born out of a desire to reimagine shapewear – a product category long overdue for innovation. Kardashian’s personal struggles with finding effective, comfortable shapewear inspired her to create a line that prioritises both functionality and aesthetic appeal. Initially focused on shapewear, SKIMS has since expanded into underwear, loungewear, and menswear, emphasising inclusivity with sizing ranging from XXS to 5X and diverse skin-tone options.
Why has SKIMS resonated so strongly? It’s more than just the Kardashian name. The brand’s meticulous attention to detail – from fit to marketing – creates a product and shopping experience that feels both luxurious and relatable. Its direct-to-consumer model, bolstered by savvy use of social media and celebrity endorsements, fosters a sense of intimacy and immediacy with customers. The result? A brand that feels aspirational yet attainable.
From its debut collection to its latest ventures, SKIMS has continually innovated, blending cutting-edge design with practicality. The brand’s ability to anticipate consumer needs – whether through adaptive sizing, gender-neutral collections, or new product categories – has positioned it as a disruptor in an otherwise traditional industry. Moreover, the strategic decision to maintain accessible price points has ensured that SKIMS remains within reach for a broad audience, further solidifying its mass appeal.
SKIMS Collaboration Success Stories
SKIMS has built an enviable portfolio of collaborations that showcase its ability to adapt to different markets and cultures while staying true to its brand identity. Let’s explore some of its standout partnerships:
Dolce & Gabbana x SKIMS
In November 2024, Dolce & Gabbana and SKIMS unveiled a groundbreaking collaboration that seamlessly fused Italian elegance with modern innovation. The exclusive collection celebrates the best of both brands: Dolce & Gabbana’s heritage of sensual design and SKIMS’ unparalleled focus on comfort and inclusivity.
The collection features a striking blend of iconic Dolce & Gabbana Leo prints and SKIMS’ signature body-hugging silhouettes. From figure-sculpting corsets and luxurious silk loungewear to versatile lingerie, the pieces were meticulously crafted to transition effortlessly from day to night. Offering a wide size range from XXS to 4X and bras from 30A to 38DD, the collection underscored the shared ethos of embracing all body types with a luxurious touch.
The campaign, directed by Francesca Consarino and photographed by Nadia Lee Cohen, captured the essence of this collaboration through a mix of bold visuals and intimate behind-the-scenes moments. The highlight reel showcased the artistry and vision that shaped this collection, further cementing its place as a milestone in both brands’ histories.
The North Face x SKIMS
The 2024 winter capsule collection epitomises how two iconic brands can come together to innovate. By reimagining archival The North Face designs through SKIMS’ lens of flattering silhouettes and neutral tones, this collaboration expanded SKIMS’ product categories while maintaining its core design principles. From base layers to outerwear, the line appeals to both fashion enthusiasts and outdoor adventurers.
Fendi x SKIMS
Perhaps the most talked-about collaboration, this partnership with Fendi broke records, with many pieces selling out promptly after their launch. The collection merged Fendi’s luxury appeal with SKIMS’ sculpting fabrics, creating an ultra-exclusive line that further validated SKIMS’ status as a serious player in fashion.
The Fendi x SKIMS collection was not just a commercial triumph but a cultural milestone. It demonstrated how two seemingly different brands could come together to create something that transcends fashion, becoming a statement of empowerment and inclusivity.
Team USA and NBA Partnerships
In an unprecedented move, SKIMS became the official underwear partner for Team USA at the Tokyo Olympics and later partnered with the NBA and WNBA. These collaborations positioned SKIMS as not only a fashion brand but a functional, performance-driven apparel company. The campaigns surrounding these partnerships were inclusive, dynamic, and resonant with global audiences.
The Team USA partnership, in particular, highlighted SKIMS’ commitment to diversity, showcasing athletes of various backgrounds and abilities. The collaboration also underscored the brand’s ability to innovate in high-performance apparel, blending comfort with functionality.
SKIMS and the Art of Celebrity Partnerships
A cornerstone of SKIMS’ marketing strategy lies in its astute alignment with high-profile celebrities, a move that underscores the brand’s cultural cachet. From pop sensation Lana Del Rey to heiress and reality star Paris Hilton, SKIMS has leveraged its associations to build an aspirational identity that resonates across demographics. The inclusion of rising talents like Sabrina Carpenter and global icons like Usher, further diversifies the brand’s appeal, proving that its reach extends far beyond the confines of traditional shapewear markets.
The brand’s campaigns often read like who’s-who of modern-day frame. Former Victoria’s Secret Angels lend an air of nostalgia and supermodel gravitas, while Megan Fox’s edgy persona adds a layer of contemporary allure. These partnerships do more than amplify visibility; they humanise the products, showing them in relatable yet aspirational contexts. By positioning celebrities not just as endorsers but as collaborators and muses, SKIMS taps into the zeitgeist, ensuring its relevance in a crowded marketplace. The brand’s ability to seamlessly merge mainstream and niche appeal is nothing short of marketing genius, securing its place as a leader in the shapewear revolution.
Diversity and Inclusivity Advertising
One of SKIMS’ most celebrated marketing strategies is its commitment to diversity and inclusivity. While many brands have adopted these values as part of their messaging, SKIMS integrates them authentically into its products, campaigns, and collaborations.
SKIMS consistently features models of various sizes, ages, and ethnicities in its advertisements. Campaigns like the one for The North Face x SKIMS showcase this approach, with images capturing women of all backgrounds wearing the collection in settings as diverse as ski slopes and urban landscapes. This inclusivity is not just performative; it’s built into the product’s DNA, with extended sizing and adaptive designs ensuring accessibility for all.
Moreover, SKIMS uses its platform to amplify underrepresented voices. The brand’s campaigns frequently celebrate individuality, making it a beacon for consumers seeking brands that align with their values.
Inclusivity is also evident in SKIMS’ product design. By offering a wide range of sizes and shades, the brand ensures that its products cater to a diverse customer base. This commitment towards representation has not only earned SKIMS a loyal following, but also set a new standard for the industry.
SKIMS in Asia
Interestingly, SKIMS has also found traction in the Asian market, where approximately 10% of its customer base resides, per Keegan Edwards. This region’s interest reflects a growing global appeal, complementing the brand’s primary markets in the United States (60%) and Europe (25%).
In November 2021, the brand launched in Asia through a partnership with luxury retailer Lane Crawford, making over 100 styles available in sizes US 0 to 24, in stores and online.
In January 2024, SKIMS opened its first pop-up store in Mainland China at the Chengdu International Financial Center, again collaborating with Lane Crawford, notes Retail Asia. This pop-up, themed around Valentine’s Day, featured a selection of intimates, loungewear, and limited-edition gift sets, showcasing the brand’s commitment to engaging the Chinese consumer base.
“At Lane Crawford, we saw the introduction of SKIMS to the Greater China market as a compelling opportunity, even though it represents a different category and price point from our usual offerings,” Blondie Tsang, President of Lane Crawford Joyce Group, told BurdaLuxury. “SKIMS offers a unique blend of aesthetics and functionality that is unparalleled in the market, and is committed to offering high-quality products, quality not always associated with celebrity-led brands. Its inclusive approach, celebrating all shapes, sizes, and shades, aligns with our values and resonates with our diverse customer base. Additionally, SKIMS’ enthusiasm to collaborate with us on an exclusive basis further solidified our decision to bring this exciting brand to our customers.”
As the exclusive partner of SKIMS across Greater China, the brand has seen roaring success since it expanded into Asia. “SKIMS has shown an overwhelmingly positive customer response, resonating across all segments of our clientele,” said Tsang. “It has quickly become one of the biggest growth brands in our portfolio through a strategy that includes new category launches, marketing activations, and clever community building at the global brand level.”
Tsang also credited Kim Kardashian’s savvy business mind. “Kim Kardashian is not just a magnet as an influencer but a very focused CEO driving the creative said of the business,” she said. Lane Crawford’s partnership with SKIMS took a significant step forward with the introduction of SKIMS Men in October 2024, bringing the brand’s innovative design and everyday wearability to a new audience. This expansion has allowed the brand to cater to male customers, offering the same commitment to comfort and functionality that has made SKIMS a household name. “Continuing to build upon and evolve our partnership, Lane Crawford introduced SKIMS Men to provide our male customers with versatile, high-quality options,” Tsang explained. This move aligns with the retailer’s strategy of expanding SKIMS’ presence and appeal across different customer segments.
In addition to this milestone, Lane Crawford has actively engaged customers with a series of SKIMS initiatives, including the Spring/Summer 2024 pop-up at their Chengdu IFS Store and the SKIMS Holiday Shop, which features limited-edition festive styles.
Looking ahead, the upcoming Valentine’s Day collection, set to launch this month, promises to continue the brand’s momentum. These efforts reflect Lane Crawford’s commitment to delivering fresh and exciting SKIMS offerings for every occasion, ensuring they meet the high demand and expectations of their discerning clientele.
SKIMS has redefined how a brand can scale rapidly while remaining culturally relevant. Its collaborations are not just marketing gimmicks but carefully curated partnerships that enhance the brand’s narrative and reach. By blending inclusivity, innovation, and strategic alliances, SKIMS has carved out a unique space in the fashion and lifestyle industry.
For consumers, SKIMS represents a brand that listens and adapts. For markets, it’s a case study in how to craft campaigns that resonate across demographics and geographies. As SKIMS continues to expand its horizons, one thing is clear: its marketing strategy is not just genius – it’s the future.
BurdaLuxury’s Lens
From a luxury media perspective, SKIMS represents a fascinating study in how to bridge the gap between mass appeal and high-end exclusivity. By carefully selecting collaboration partners that align with its ethos, SKIMS has managed to permeate multiple consumer segments without diluting its brand identity. This balancing act – creating products that are both covetable and functional – positions SKIMS as a blueprint for modern luxury branding.
Furthermore, the brand’s collaborations with legacy fashion houses like Dolce & Gabbana and Fendi demonstrate its ability to influence cultural trends while appealing to the luxury market. SKIMS’ marketing strategy – from celebrity endorsements to digital-first campaigns – is a masterclass in creating vitality while maintaining credibility.
Luxury consumers are increasingly seeking brands that align with their values, and SKIMS delivers on this front. By championing inclusivity, sustainability, and innovation, the brand appeals to a new generation of shoppers who prioritise authenticity over ostentation. This alignment with contemporary consumer values has solidified SKIMS’ position as a leader in the modern fashion landscape.
