Since its debut on the market in 2019, SKIMS has taken the world by storm. The Kim Kardashian shapewear brand puts comfort and ease at the forefront of its designs. Its latest endeavor is no different. They announced that they are branching out - into bras.
“Guys, these are the most comfortable bras you will ever wear,” Kardashian tells everyone in a video released by SKIMS. After three years of development, including an entire year dedicated to fittings and wear tests, the company is finally releasing its first bra collection. The journey began when the company started. Kardashian explains in the video that she released their bralettes so Kim could wear something comfortable from day to night because “my bra was the first thing I would take off when I got home.” This is probably one of the most relatable things she has ever said. So, SKIMS set out on a mission to figure out how to, as the reality star describes it, “blend the comfort and ease of a bralette with the shape and support of an underwire bra.”
The company is releasing a bra to fit every need, shape, and want anyone could ask for. They are utilizing the most innovative technology and selecting from the comfiest, softest materials. The collection is being released with a bang. They are using fifty different women to show how each bra makes the women feel, including some familiar faces. The ad campaign features supermodel Brooke Shields, comedian Chelsea Handler, singers Becky G and Cassie, and actresses Juliette Lewis and Indya Moore. It was shot and directed by Vanessa Beecroft. The collection’s ads highlight and celebrate the different wants, needs, and body types that women possess. The launch is bound for success, seeing as the company is already evaluated at 3.2 billion dollars.
The collection will launch exclusively on September 27th on the SKIMS website. The waiting list is open now, and if it is anything like Kardashian’s other launches, everything will be sold out ASAP. Who wants to try the new SKIMSbra?