Kim Kardashian’s tropical getaways are great for the ’gram, but there’s a business reason behind her wanderlust-inducing vacations, too. She’s been #WFH—that’s working from holiday—on the new swimwear arm of her Skims empire, Skims Swim.
Market research doesn’t get much better than road-testing bikinis on the beach, but for Kim, the priority was ensuring that her swimwear offering was top quality, in terms of both comfort and style. “We’ve taken extra time and care to ensure the quality and fit is perfect before launching,” she told British Vogue ahead of the release.
Skims Swim has been in the pipeline for some time, and the decision to expand the line is a direct result of customer demand over a period of years, according to Kardashian. As she puts it, “You asked, we listened.” But bar a few behind-the-scenes campaign pictures Kim shared with her 292 million followers around a month ago, Kim has kept things largely under wraps until now.
Kim promises that Skims Swim boasts the same level of comfort as her brand’s popular underwear, and she recommends mixing and matching the pieces. “The idea is to build your looks from a large assortment of separates—we have a total wardrobe of swim looks, from skimpy bikinis to sculpting one-pieces to sexy cover ups,” she reveals.