Kim Kardashian from Keeping Up With the Kardashians might need to rethink some branding now that she is almost divorced from Kanye West. KKW Beauty may get rid of the "W" (which stands for "West"). However, her shapewear line SKIMS can retain its well-known name after the initial rebranding debacle. Kim originally called the brand Kimono, which offended many people. While SKIMS is unlikely to get a new name, it will be evolving as Kim embraces her newly single status.
Kardashian and West's differing style sensibilities were apparent during her preparations for the Met Gala. He took issue with her racy Thierry Mugler corset dress. Kardashian complained that she already had anxiety. Then, she said, "you built me up to be this sexy person," and "just because you're on a journey, and you're on a transformation doesn't mean that I'm in the same spot with you."
The first product lines from SKIMS clearly showed West's influence due to neutral colors, comfortable fabrics, and modest cuts. The body-inclusive line earned loads of fans from the jump, including Wendy Williams, Martha Stewart, and Ashley Graham. Even Selena Gomez gushed about her SKIMS on Instagram before taking down the post, possibly due to her friendship with Taylor Swift, who isn't exactly a Kimye fan. While SKIMS collections tend to sell out quickly, the skimpy, vibrant, and steamy spring 2021 line may be the most successful SKIMS collection yet.
In an ad released in May, Kim (who may now be less popular than Kourtney) lies flat on the studio floor as the camera slowly pans up her toned and moisturized body. She says, "honestly guys, I used to never wear underwear. Skims changed that. Our fits everybody underwear is made from this buttery soft fabric that stretches out and bounces right back. It just molds to your body like your wearing nothing at all. This is Skims." See a cozy but alluring SKIMs outfit below:
The Kardashian marketing angle has always unabashedly relied on sex appeal. The new ad is reminiscent of Kim's earlier campaigns, which more aggressively celebrated her sexuality, including her 2000s Carl's Junior ad. Her lounging posture also reminds fans of Paris Hilton, whom Kim used to be very close to. Paris also did a Carl's Junior commercial. From her political pushbacks at poolside to her interviews atop ornate chaise chairs in Paris Hilton is My New BFF, Hilton is often reclining while presenting important information. Her fans love that. These days, Kim also seems to be leaning back and using a Paris-inspired breathy and sexy voice. In interviews, Kardashian joked that she didn't know why her voice changed over the years. The change was evident in her sultry Skims ad.
While the moment where Kim snaps the waistband of her underwear to her hip may be the hottest aspect of the Spring 2021 campaign, changes to SKIMS designs do not go unnoticed. Kim's favorite color is tan, but SKIMS is breaking away from earth tones. The spring 2021 pieces are bright, bold, and beautiful, just in time for technicolor fashion trends. While '80s neon seems to be on the way out, Kardashian has introduced a matte-neon collection that is timely, thanks to the public's renewed interest in pastel hues. The new colors are matte neon lime, coral, and orchid. Lime is true green, the orchid is a brightened magenta, and the coral is a blood-orange shade.
For Kim, the color choices and ad usher in a bright new era where taking risks, being bold, and having a little naughty fun is the name of the game. As she said in the promotion for the new season of Keeping Up With the Kardashians, she's ready to be happy again. After a more than challenging 2020 and 2021, it seems like the new season of Keeping Up With the Kardashians is all about Kim starting fresh.