Skims expands into swimwear
Kim Kardashian-owned shapewear label Skims announced on Monday its foray into the swimwear category.
The collection launches with 19 silhouettes and seven colourways varying from minimalist bikinis and sporty one-pieces to stylish cover ups. The company said it was aiming to reimagine the swim category to make buying and wearing swimwear easy by designing for comfort and confidence.
“We’ve really taken the time to make sure we’re offering the best solutions for our customers. Buying swimwear should be fun and easy, yet so many women feel daunted by it,” said Kim Kardashian, Skims founder.
“I wanted to change that and make the process as simple as possible by providing a full Swim wardrobe – both for in and out of the water. There is truly something here for everyone – whether you prefer a more covered up style or like something more revealing, the collection is designed to be layered and built upon.”
The collection officially launches on Friday in sizes XXS to 4X with pieces ranging from $32 to $108 USD. Items are designed to be mixed and matched and are made from fast-drying durable fabrics and recycled materials.
“Swim is something we have been developing for a couple of years now”, added Jens Grede, Skims co-founder.
“It was essential that the launch of such a highly anticipated category resonated with our customers in the ways they expect, with a focus on fit, comfort and versatility. Like with other categories we have launched, such as Lounge, our blueprint for success is heavily dictated by listening to our customer beforehand – we know at this stage what they want from Skims Swim, and our goal is to exceed their expectations.”
Launched in 2019, Skims sells bras, loungewear and shapewear and has collaborated with the likes of luxury label Fendi and supplied Team USA with undergarments, nightwear and loungewear for the Tokyo Olympics.
Most recently, the brand doubled its valuation to $3.2 billion after raising $240 million in fresh funds.
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