Hold your breath. And suck it all in. Kim Kardashian's shapewear brand, Skims, is from every angle, a massive success. It's sexier than Spanx. There are tummy-controlling bodysuits, high-waisted shaper shorts, size-inclusive swimwear and, of course, that bulge-smoothing maxi dress that's in every fashion influencer's closet. When it launched in 2019, Skims sold out its entire stock in 10 minutes. Kardashian made $2 million in profits that year. Last year, the brand made her $600 million richer, after Skims hit a $3.2 billion valuation.
Like Skims, Kate Hudson's Fabletics and Victoria Beckham's VB Body are other successful celebrity driven shapewear lines. Online and off it, dupes abound in every price range.
We're living in an age when, for the first time, we're viewing all bodies as beautiful. So how come shapewear is having a moment? It's bad enough to have unattainable standards for young people. But Audrey Hepburn has become the gamine old-lady ideal. What happened to ageing gracefully without feeling the need to suck in one's midsection? Can there truly be a body positivity movement when we're still held to punishing beauty standards?
The big squeeze
Diese Geschichte stammt aus der June 17, 2023-Ausgabe von Brunch.
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Diese Geschichte stammt aus der June 17, 2023-Ausgabe von Brunch.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
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Is It Scrolling Or Screening?
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Keep your trope shut
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Sanjeeda Shaikh
Actor, @IAmSanjeeda
