Ever-expanding in her business pursuits, it looks like Kim Kardashian is now bring her loungewear and shapewear brand SKIMS to Australia for the first time since the brand’s launch.
David Jones, a luxury department store in Australia, announced that Kardashian’s brand would hit shelves in their store. The 40-year-old’s brand will be available in it’s entirety online as well as in select David Jones stores, coming this spring.
SKIMS brand has been applauded for it’s size inclusivity since it’s conception, with style of shapewear and loungewear ranging from XXS to 4XL. While this is the case, the brand’s promotional material has also been heavily criticized for it’s unrealistic body depictions in ads. While it is important for a brand such as Kardashian’s to be inclusive in sizing, it should also walk its walk in terms of visual imagery as well.
The brand was founded in 2019 by Kardashian along with co-founder Jens Grede. The brand promotes clothing that shapes and sculpts the body in a technical manner. While shapewear has been a staple of fashion since, well forever, does it lead to questions of sizing in 2021? As more and more people diverge away from the societally accepted idea of the “perfect” body, brands like SKIMS unintentionally play a role in that trope.
But just like any Kardashian-run venture, SKIMS has been a major success. SKIMS reportedly made $145 million in sales last year alone, and expects to double their profits to a modest $300 million this year, with thee company’s reported net worth estimated at $1.6 billion. With the oncoming expansion to Australia, exposure to the brand is only expected to go up.
But how well will the brand do down under? Americans and Australians are certainly different, but what is shared is Kardashian fever as well as a tendency to fall into these beauty trends in a consumer market. From here, the SKIMS empire is seemingly doing alright and will continue to make splashes all over the world.
