Skims: A New Era of Lingerie Inclusivity

While some media outlets claimed that Kim Kardashian has found her angels, it’s rather that the angels have found their heaven.

The new SKIMS campaign, launched on April 4, featured Tyra Banks, Heidi Klum, Alessandra Ambrosio, and Candice Swanepoel – the most iconic supermodels of their eras. In this “All-Star” photoshoot, the 4 models wore bras and lingerie from the brand’s best-selling “Fits Everybody” collection, and with the name in mind, the photographs speak for themselves. 

The All-Star Campaign. Courtesy of SKIMS.

While SKIMS has received countless praises for pushing for body positivity through innovative tailoring and fabric technologies, the new campaign also says something about the competitiveness of SKIMS’ aesthetic itself. Kim Kardashian’s signature nude color palette, having been made part of the brand’s visual language that penetrates throughout every collection, cannot be ignored in what made today’s SKIMS’. SKIMS’ success strongly demonstrates the versatility and universality of SKIMS’ simple, earthy color palette. Not only does SKIMS include customers of all body types, but also those of all skin colors and tones. After all, a simple nude color bra with a flattering cut is just enough for someone going to work who doesn’t want to feel bad in a tacky color.

Did SKIMS choose the Victoria’s Secret Angels purposefully? One may find that SKIMS, also being a lingerie brand, is echoing the former glory of the Victoria’s Secret empire. With criticisms of oversexualization and scandals of the former CMO, Victoria’s Secret canceled its fashion shows and suffered a revenue decline for over 5 years. 

With the decline of the formal oligarch, the lingerie market has become increasingly fragmented: small companies took advantage and multiplied, but no one has a dominant share. SKIMS might be hoping to take itself to the next level, having launched a successful swimwear collection two weeks before.

Will SKIMS stick through in the market’s turmoil and serendipity? SKIMS would have to maintain its core value of body inclusivity and apply them properly in future designs. As a brand that encompasses not only lingerie but also loungewear and outerwear, it would be challenging for SKIMS to enact the sacrosanct rule of inclusivity in every design. However, along with innovations in the market and consumer-driven social media movements for body positivity, the future looks promising.

By Yining Lu