Written by Samantha Wright
Whether you love her or hate her, there is no denying that Kim Kardashian is a very successful businesswoman. Ever since its launch in September of 2019, Kim Kardashian has created a revolutionary shapewear, loungewear, and underwear brand, Skims. Although several celebrities have taken a jab at creating several businesses ranging from perfumes to makeup, several of them have not found much success and have ended up as staple brands at major retail stores like TJ Maxx.
Oftentimes when shopping for anything, we are comforted by familiar brands we grew up knowing and loving. For women especially, brands like Aerie and Victoria’s Secret are infamously known for their lingerie and underwear. For men on the other hand, brands like Hanes and Fruit of the Loom have carried the same boxers that they have grown up with their entire lives. As a woman myself, it is oftentimes difficult finding something that fits like a glove. Whether too big or small, too flashy or too simple, no brand has ever made a perfect product. When it comes to underwear and the lingerie industry, size inclusivity has been a major problem for years. Very recently, Victoria’s Secret underwent major rebranding efforts to provide more inclusivity for its consumers as it was once known to carry smaller than average sizing. However, the launch of Skims introduced the world to a “solutions oriented brand creating the next generation of underwear, loungewear, and shapewear.” (Skims). From its focus on inclusivity to its viral marketing tactics, Skims has made a name for itself and its hype.
Similar to makeup, inclusive ranges of the color “nude” when it comes to undergarments is something that many companies still have not perfected to this day. One of the world’s most infamous shapewear brands, Spanx, still is a step behind when it comes to color ranges and size inclusivity. Ranging from sizes XXS all the way to 5X to nine core “nude” shades, Skims has allowed its consumers to choose from one of the widest ranges available. Within her New York Times Interview, Kim expressed how “[she] couldn't find something that would match [her] skin tone.. Let alone how [would she] find something for [her] girls when they’re older.?” (Kardashian qtd. in Testa). If someone like Kim Kardashian can speak up and confront the issue that everybody seems to forget to address, then there is most obviously an ongoing issue that needs to be fixed. Major brands like Skims have the power and influence to pave the way for the size inclusivity revolution. No longer should women have to fight or special order their size because it's “not average”. Sustainable fashion, within recent years, has become more important than ever. No body is ever going out of style. Finding pieces that can fit someone comfortably is what fashion is all about. Brands are meant to cater to your style and your body, not the other way around.
Notorious brands like Brandy Mellville have become infamous for “one size fits most” clothing which is code for sizes XS-L. The unfortunate reality is that unless you are under a size 10, you are most likely not going to find anything that fits you. Fashion brands need to realize the importance of size inclusivity for their consumers. Luckily, the efforts and power of social media
and body positivity movements have led to major breakthroughs within the industry itself. While the fashion industry is slowly beginning to wake up to the new reality that real bodies come in different shapes and sizes. In a perfect world, all women should have the privilege and ability to feel represented by major brands as well as models that represent their bodies and what they look like.
Sources:
https://www.nytimes.com/2020/02/06/style/kim-kardashian-has-learned-restraint.html https://skims.com/