SKIMS Logo PNG
The SKIMS logo symbolizes rounded body shapes, subtly hinting at 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 to the target audience’s real experiences and needs. This design element adds depth to the logo, emphasizing that the brand understands and considers its customers’ desire for comfort and confidence in their appearance.
SKIMS began in 2019, when Kim Kardashian West developed shapewear after struggling to find suitable pieces for her outfits. The original name, Kimono, drew criticism over cultural appropriation, so it was changed before launch. The new name referred to the close-fitting products and included Kim’s initials. On September 10, 2019, the company released shapewear, bodysuits, and underwear in nine skin-tone shades, generating more than $2 million in sales within minutes.
During its first year, SKIMS expanded its range and entered physical retail through Nordstrom. In 2020, it introduced loungewear as demand for home clothing increased. The business continued developing e-commerce and relied heavily on Kardashian’s social-media audience to promote new collections and product launches.
In 2021, SKIMS partnered with Fendi on a collection that sold out rapidly. It became an official supplier to Team USA for the Tokyo Olympic and Paralympic Games, providing underwear, loungewear, and sleepwear. By the end of 2021, the company had reached a valuation of $1.6 billion.
Swimwear and everyday clothing followed in 2022, alongside international expansion, celebrity campaigns, pop-up stores, and broader retail distribution. By early 2023, the range covered shapewear, underwear, loungewear, swimwear, and casual clothing. In 2024, TIME included the company in its list of the 100 most influential companies of 2022.
Meaning and History
What is SKIMS?
This company, specializing in shapewear and loungewear, quickly became a key player in the fashion industry. 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 and its inclusive size range, spanning 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 highlights an important brand feature: the products are available in 9 shades, ensuring a perfect match for 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.