At long last Kim Kardashian’s beloved shapewear brand Skims arrives in Sweden. Here’s what you need to know
This is not a drill: Skims, Kim Kardashian’s beloved shapeware and loungewear (or “solution wear”, as the brand describes it), is at long last coming to Sweden. Opening today at NK’s Stockholm and Gothenburg locations, the shop-in-shops will offer a smorgasbord of the brand’s most beloved items – including the Fits Everybody, Seamless Sculpt, Cotton Rib and Cotton Jersey pieces – in sizes XXS to 5XL in 15 shades.
It’s about time, given that Skims has a natural Swedish connection; the brand’s co-founder and CEO is Swedish entrepreneur Jens Grede. “It means so much to me to bring Skims to Sweden,” says Grede. “I am so proud of what we have built over the last five years and taking that home… That’s a really special feeling. I can’t wait for everyone to experience Skims in person.” He notes that he foresees further expansion throughout the Nordics in the not-so-distant future.
Photo: Skims
Photo: Skims
The foray into Sweden, meanwhile, gets the coveted stamp of approval from Kardashian herself. “When we started Skims, it was important to me to create products that give people the power to feel themselves as their best self, and offer a wide range of sizes and shades that provide both comfort and self-confidence,” she says. “Being able to take Skims to Sweden is a special moment for us, and I'm looking forward to our Swedish customers experiencing what Skims is all about.” According to Grede, Kardashian is “incredibly hands on” when it comes to all things Skims, from new products to campaigns. “It's that shared passion for creating solutions for every body that makes Skims special,” he says.
For Grede, NK was a natural home for Skims (the expansive shop-in-shop is located on the second floor, right next to the expansive intimates section). “NK has always been the place to go for luxury and quality in Sweden,” he says. “It's a store I've loved my whole life. It is where I would come with my parents on special occasions, and I even have family who worked in the store.”
In many ways, Swedes and Skims are a natural match; after all, the logo-free brand champions a practical minimalism and slick silhouette that’s directly in line with our prevailing local aesthetic. As for whether we’re ready to embrace the nipple bra, only time will tell.