Is it cold in here or is that just your Skims?

Don’t knock ‘em till you buy ‘em. 

The pioneer of perky promiscuity, Kim Kardashian, has once again taught us a cold, hard truth. 

Holding a mirror to societal sexpectations, she – along with co-founders Jens and Emma Grede – reminded sceptics that the commodification and monetisation of sexuality can, in fact, benefit women. 

Arousing public scrutiny with pointed mutiny, Kim’s $4bn shapewear brand, Skims, is reshaping her legacy all too often reduced to a sex tape, an ex-husband, or a BBL in the media.

In a parody-like twist, the icon mercilessly fed upon by the media, in fact, ate. 

So much so that she turned being the butt at the end of jokes in poor taste to defining taste with her butt.

Proving that our estimation of those in the spotlight says more about us than it does about them, she turned a profit while turning heads.

A testament to the fragility of fashion and the audacity of those shaping it, the Skims campaign sees customers don the very things they were taught to hide. 

A luxury afforded to those operating outside of societal values, Kim’s Skims is both a well-marketed product and the product of a new, emboldened femme fatale.

Featuring ‘the perfect fullness, enhanced shape, and authentic augmentation,’ the Nipple Push-up Bra flaunts a perky, bare look, making one question sporting the real ones in the first place.

And where stoicism is concerned, Skims is ushering in a new mode of masculinity.  

With bold determination, the Harvard Law School cameo also courted the NBA, WNBA and USA Basketball leagues with a partnership promoting her Men’s Fashion line on courts during national game broadcasts.

A campaign dressing critics down with a simple directive, Kim’s message is clear-cut: “Every Body is Wearing Skims”. And if you’re not – then who are you?

Commercialising the male gaze, Kim has cut through media saturation the only way she knows how: by breaking the internet.