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.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
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.
Bereits Abonnent? Anmelden
Man of the moments
Sunil Chhetri has retired from football, but he's not done yet. The 40-year-old legend talks about the moments that defined his careerand why his biggest achievement is off the field
Sonal Kaushal
Voice artist, YouTuber, content creator, @The_Motormouth
Raising the nepo rate
Who said privilege was a bad thing? These 10 celeb kids are clapping back at their family legacies and forging ahead on their own
It's rally been a treat
For car lovers, the 1000 Miglia Experience UAE is an opportunity to see - and talk about - rare, timeless cars in all their glory
Mess around and find out
Live while you're young. It's the time to make mistakes, experiment with jobs and relationships, and flirt with new cities
Rewind, reheat, taste, repeat
For anyone tracking the food scene, 2024 has been a year of spectacular highs. See which chefs, restaurants and trends made the cut and will shape the year to come
Thinking on their feet
Viral moves, hook steps, even fakers. Insta has changed how dance evolves. See how creators stay on their toes
Try these new party tricks
The good news: This season's fashion staples can create a party look, a holiday fit and a wedding look too. There is no bad news
Make every second count
History rarely celebrates the runner-up. But we should. It's where the tales of grit and comebacks lie
Pragya Kapoor
Film producer, @PragyaKapoor_