What women really want from underwear in 2022 (Spoiler: it’s not scratchy lace)
telegraph.co.ukA post shared by Kim Kardashian (@kimkardashian)The new ads for Skims’ Fits Everybody range feature Alessandra Ambrosio, Tyra Banks, Heidi Klum and Candice Swanepoel – and Kim Kardashian, because she always places herself front and centre of her brands“Don’t worry – they stretch.
Look.” says the donor. She lifts up her top. A pale peach cylinder sits round her stomach. In the middle of a bar packed full of young, lithe, fanciable people, she has just shown everyone her shapewear, that pariah of the underwear world that so recently used to be kept discreetly under wraps.
What has changed?What has changed is Kim Kardashian – or rather, midlife women’s opinion of her. Kardashian, 41, has gone from being a reality TV star with unfathomable appeal to a credible businesswoman, the efficacy of whose most successful brand, Skims, speaks for itself.
If the science of its super-stretchy fabric is yet to convince you, the figures will. Launched in September 2019, it has already been valued at $3.2 billion, overtaking that other behemoth of the shapewear world, Spanx.
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