SKIMS Logo PNG
The SKIMS logo represents symbolism that subtly hints at the rounded shapes of the body, highlighting how the brand’s products help transform them into stylish, neat, and attractive silhouettes. The slight shapelessness in the emblem’s design skillfully conveys the issue of excess weight, creating a visual connection with the real experiences and needs of the target audience. This design element adds depth to the logo, emphasizing that the brand understands and considers the desires of its customers, who seek comfort and confidence in their appearance.
SKIMS: Brand overview
The story of SKIMS began in 2019 when Kim Kardashian West, a prominent American media personality and entrepreneur, decided to create her line of shapewear and undergarments. The idea came from Kim’s experiences, as she often struggled to find the right shapewear to suit her outfits.
Initially, the brand was called “Kimono,” but the name sparked controversy and accusations of cultural appropriation. In response to public criticism, Kim quickly decided to change the name. After careful consideration, the brand was renamed, reflecting the “skin-hugging” nature of the products and incorporating Kim’s initials (KIM).
The newly branded line officially launched on September 10, 2019, offering shapewear, bodysuits, and other undergarments in nine different skin tones. The company emphasized color inclusivity to meet the needs of women with various skin tones.
The launch saw immediate success, selling over $2 million in products within minutes. Kim Kardashian’s massive social media following and branding expertise were key to this initial triumph.
During its first year, the company focused on expanding availability and product offerings. Partnerships with major retailers like Nordstrom helped increase its physical presence.
In 2020, despite global challenges, the brand experienced significant growth, introducing new product categories, including a popular loungewear collection, as people spent more time at home.
The momentum continued into 2021. A standout moment came with the introduction of a collaboration with the luxury Italian brand Fendi. This collection, combining comfort with high fashion, sold out quickly. That same year, the company became the Official Partner of Team USA, providing underwear, loungewear, and sleepwear for athletes competing in the Tokyo Olympic and Paralympic Games. This partnership boosted visibility and reinforced the focus on comfort and functionality.
By the end of 2021, the brand’s market valuation reached $1.6 billion, marking it as one of the fastest-growing names in fashion.
In 2022, the company expanded further, introducing swimwear and a range of casual clothing. It also strengthened its online presence and entered new international markets, solidifying its global position.
The marketing efforts in 2022 included campaigns featuring high-profile celebrities and models, reinforcing the modern and inclusive brand identity. By early 2023, the label had become a leader in lingerie and shapewear. The company continued to innovate with new designs and materials, focusing on providing maximum comfort and functionality to its customers.
In 2024, TIME magazine recognized Skims as one of the “100 Most Influential Companies of 2022.”
The brand also experimented with pop-up stores and increased its presence in partner retail locations, allowing more customers to experience the products in person before purchasing.
In just a few years, the company has transformed into a major player in the fashion industry through its combination of innovative design, inclusivity, and effective marketing. Its success showcases how a well-executed brand can make a powerful impact when it delivers high-quality products that meet the needs of its target audience.
Meaning and History
What is SKIMS?
This company, specializing in shapewear and loungewear, quickly became a key player in fashion. Founded by media personality Kim Kardashian, the brand offers a wide range of underwear, shapewear, and casual clothing designed for different body types and skin tones. The collection includes cozy pajamas, comfortable basics, bodysuits, and shaping shorts. The company gained popularity for its skin-tone shades, suitable for various skin tones, and its inclusive size range, which spans from XXS to 4X. The marketing strategy heavily utilizes social media and celebrities, with real customers often appearing in advertisements alongside well-known models. The brand has also expanded into swimwear, men’s clothing, and even outfits for Olympic athletes.
2019 – today
The brand’s emblem consists of the name, written in dark flesh-colored paint, which creates the impression that each letter is made of silicone mass, slightly spread across the surface. This visual effect subtly hints at the rounded shapes of the body, perfectly aligning with the brand’s concept specializing in shapewear. This design approach highlights the connection to the body and refined style theme.
The font style, called “bubble font,” is very popular due to its softness and volume. This technique emphasizes that the company’s functional and stylish products reflect current fashion trends. The logo thus conveys the brand’s duality: the products’ practicality and alignment with modern design.
The logo’s color scheme highlights the classic shades of shaping and correction garments reminiscent of natural skin tone. This allows the underwear to blend with the body and remain unnoticed. This palette points to an important brand feature: the products are available in nine different shades, allowing for the perfect match with any skin tone.
Interestingly, the brand name was created with Kim’s name in mind, interpreted as a nod to a personal connection with Kim Kardashian. Initially, the brand was called Kimono, but after the name change, it acquired its second name — SKIMS. It is believed that the creation of the emblem belongs to Kim Kardashian’s then-husband, Kanye West, adding personalized elements to the brand’s image.
