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
この記事は Brunch の June 17, 2023 版に掲載されています。
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この記事は Brunch の June 17, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
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