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
Denne historien er fra June 17, 2023-utgaven av Brunch.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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Denne historien er fra June 17, 2023-utgaven av Brunch.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Fit Check? Look Behind You
In gyms, someone is always filming. We are all in the frame without meaning to be. Is privacy at odds with fitness goals? Is consent even possible with all those mirrors?
Avantika Dassani
Actor, @AvantikaDassani
Keep your i on this BMW
The brand's beloved sedan has now gone electric. The i5 M60 has a sci-fi roar and razor-sharp graphics. It's worth the hype
Why adapt when you can evolve?
Sometimes, the movie or show does it better than the book it is based on. Here's when to stream not flip
Sharp edges, blunt words
British chef Heston Blumenthal has gone public about his struggle with ADHD and bipolar syndrome. He hopes it calms kitchens down. It's hot in there already
The suitable boy
He's played lovers, taxi drivers, street rats and rich brats. He's redefining what it means to be the token Brown boy on set. But would he be on a reality show? Ishaan Khatter tells us why he's a career chameleon and how he got here
Stay stylish in your cubicle
Everyone's back at the office. Covid flexibilities are long forgotten. But being comfortable is still key. So, what are we wearing to work?
Hey, I found you online
Baby pics, emo selfies, old tweets outing the ex. If it makes you cringe, it makes HR departments do too. Here's how to clean up your digital footprint
Is It Scrolling Or Screening?
Being on the phone while the TV plays is the new normal. Just don't do it when there's company. A case for what it means to be present
This week, we're...
Preferring the spinoff.
