Kim Kardashian’s shapewear brand Skims has developed a cult following for its everyday basics and intimates and its neutral color palette — so much so that it has inspired a subgenre of “Skims dupes and alternatives.” Customer favorites include a form-fitting maxi lounge dress that drapes down the body.
Last week, Skims expanded into bridal with 63 styles of dresses, lingerie, shapewear and loungewear, with some of its best sellers updated in white, baby blue and pink.
At first glance, a shapewear brand expanding into bridal may seem random, but it’s a common move for many intimates brands.
Savage X Fenty and Victoria’s Secret, two of Skims’s competitors, both have bridal shops.
“Everything is white and ivory and lacy, and it’s their time to wear these pieces in those colors,” she said.