Skims: body positivity or Kimspiration?
Appleford, Katherine (2023) Skims: body positivity or Kimspiration? In: Kardashians: a critical anthology. Taylor & Francis. (Submitted)
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In 2019 Kim Kardashian launched her fashion label SKIMS, which she describes as a 'solutions orientated brand' providing 'solutions for every body'. Predominately focused on shapewear, the brand is couched in the notion of body positivity and inclusivity, promoting its wide range of sizing and nine different colourways. Moreover, across its marketing, it seeks to include a greater number of plus size models and women of colour, whose curves and fuller-figured forms are fully exposed. However, this chapter raises questions as to whether SKIMS really promotes body positivity, or instead operates a means for kimspiration, encouraging women towards the Kim Kardashian slim-thick body ideal, and promoting SKIMS as a tool to achieve a body transformation. Throughout Kim’s career, her body image has been centred stage, and arguably she has been crucial to cultivating the slim-thick look as a mainstream body ideal for young women. Though SKIMS seeks to celebrate every body, emphasis is placed on the ways shapewear garments can sculpt, smooth, and contour the body, cinching in the waist, and enhancing curves. Thus rather than celebrating women's bodies, just the way that they are, the chapter argues that SKIMS promotes the slim-thick ideal, and elevates Kim as body icon.
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