For better or worse, everything that the Kardashian family touches seems to turn to gold. Kim Kardashian West’s latest shapewear venture, Skims, looks to be no exception.
The “solutionwear” line launched Tuesday morning via its direct-to-consumer site, and was nearly sold out within the first hour. Kardashian West raked in $2 million in a matter of minutes, sources close to the Skims operation told TMZ.
Even before the line went live, the buzz around the launch drove the Skims site to crash. The brand’s team was forced to push back the launch by an hour in order to perform site maintenance, TMZ reported.
Throughout the day on Tuesday, Kardashian West updated her Instagram story to inform fans about product restocking. At multiple intervals, she promised that new product would be available to purchase, only to have those products sell out as quickly as they hit the site.
Prior to the Skims launch, Kardashian West teased the collection heavily on Instagram, revealing little about the products and their pricing, but a bit more about the ethos behind the brand. The campaign featured sometimes emotional testimonials from high-profile celebrities (like her sisters) and even a cameo from Alice Marie Johnson, the former inmate who was released from prison in 2018 with Kardashian West’s help. (Johnson had been serving a life sentence for a non-violent, drug-related crime since 1996, and Kardashian West intervened in 2016, advocating that President Trump free her.)
“We all have imperfections that we all want to try to perfect as much as possible and feel good, and body makeup, shapewear, all of that…It all goes hand in hand,” said Khloe Kardashian in an Instagram video, while wearing the Skims sculpting bodysuit.
The Skims line includes separates, like shorts, sculpting briefs, bras, slips and bodysuits ranging from XXS to 5XL, in a range of nude colorways to match an array of skin tones. The collection also features regular underwear and bralettes without the sculpting properties of the shapewear garments. Pieces range from $22 to $98.
As of Wednesday, Kardashian West was continuing to promise restocking of popular items on her Instagram, calling on fans to join the Skims email list for timely updates.