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Kim Kardashian West talks about her Skim's shapewear and the Kimono makeover

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With the season of the award ceremony just around the corner, Kim Kardashian West organized a small event at Hotel Bel Air on Wednesday afternoon for stylists and press to review her recently launched brand Skims Solutionwear. The direct-to-consumer line, which debuted on Skims.com in September, includes pasties, panties, shorts, bralettes, bandeaus, push-up bras & # 39; s and body & # 39; s. s ($ 12 to $ 80) in a wide range of sizes (XXS-5XL) and skin tones (from sand to onyx).

For the showcase, Kardashian West brought the pieces for a test drive with styletoed. Earlier this month she attended the People & # 39; s Choice Awards in a Versace python-print dress with Skim & # 39; s highly fitted bonded shorts underneath. She also borrowed an example of the brand's core control shorts for this year's Met Gala to help her squeeze into a rolled latex Thierry Mugler dress.

Kardashian West has a pair of her Skims core control shorts – and a modified Mr. Pearl corset – placed under her beaded latex Mugler dress on the Met Gala 2019.

(Neilson Barnard / Getty Images)

"We had to sew them and tailor them a little," said Kardashian West, "because they were early monsters, but that was so cool because it really was everything. Without that outfit, I couldn't have worn that outfit." custom made corset designed by Mr. Pearl offered extra help in achieving the close-fitting look.)

Kardashian West wore a black Gucci blazer and Helmut Lang pants over a sienna-colored Skims bodysuit. , much longer.

Why did you decide to launch shapewear?

I feel that shapewear has been in the making for ten years. I always cut, sewed, and dyed my shapewear to get the right hue, so a seamless shapewear was important to me. A large color range and size range was also very important to me. We have designed our own fabric to ensure that it was extremely comfortable, yet it really gives you the effect of holding on to the right places and lifting in the right places and everything I really needed on shapewear.

How does your shapewear differ from what is already there?

We don't want to crush anything. We still want all bodies to look like themselves and still not feel so limited. I think it is sometimes difficult to put on certain shapewear and once you put it on, it is so restrictive and you cannot breathe. I wanted everyone to feel at ease and have the right amount – I say "yank" like "yank in" – but still have it really breathable and comfortable.

Skims advertising campaign images

Images from the Skims advertising campaign, which emphasize the label's desire to meet a range of body types and skin tones.

(Skims)

There was a lot of controversy around the brand's original name, Kimono, which drew accusations of cultural appropriation when it was unveiled in June. In August you announced that the label would be launched as Skims. How did you end up with the new name?

We have gone through so many different names. We thought, "It's like a skin. It's on your body. It's (a second) skin." But I wanted Kim in it – because that was the reason I chose Kimono (originally), so I just thought: "Skim" and then we put an "s" at the end because we kept saying "Can I have my Skims?" … It was perfect and I honestly like the name better. It had to be that way. have learned a lot.

What influence did that have on production?

That is why our supply lasted so long, because I wanted to make sure that we could reuse a lot of the material and not have to waste it. I kind of like: "If the labels don't look perfect, they will be perfect the next round, when this is sold out," but it was a decision I agreed with. I thought it was very important that we do not waste the substance.

What are your plans for Thanksgiving – both in terms of meal and form?

I definitely need shapewear. However, I will be in our cotton collection (which contains comfortable basics) because I am not that big with Thanksgiving food. I don't really like it. My favorite thing is canned cranberry sauce that takes no time to prepare. I'm super boring on Thanksgiving. I could cook it all, but I just don't like it. It's a day where everyone eats too much – that's not my thing. I'm going for the apple pie. I have hot chocolate and something else and that is my sugar, but I don't care so much. The family will be together and that is all that counts.

Speaking of family, you've launched Skims with a viral campaign of humorous infomercial clips in which your mother plays the lead role with "The Real Housewives of Beverly Hills", Lisa Rinna and Kyle Richards. How did the idea come about?

It was so funny. We were in our kitchen and I thought, "My mother did all these infomercials." In the 90s she sold candles, fitness equipment, all that stuff that was so ridiculous. I was like, "What happened to those days then?" I used to sell products on QVC and I remember that Kanye came to visit me in Pennsylvania. I was on the QVC set and he said: “What are you doing? What is this? "I would sell a product there. We laughed about it and said, "Let's do it again," so my mother had to be the host.

The Skims ad campaign video takes pleasure in Kris Jenner's past on commercial matters.

Can you explain how the format of the campaign was influenced by the name change in the late phase?
It was actually a long infomercial that went around on everything, and then we changed the name Kimono (to Skims after it was shot). If you look (well), it is everywhere. They said "Kimono" (during the shoot), so I had to divide it into small videos, which worked better for Instagram. If you look at the background, the screen says "Kimono" in the background, so I blurred it.

Earlier this week, your younger sister Kylie Jenner sold a majority stake in her beauty line to Coty for $ 600 million. You own and operate Skims as well KKW Beauty and KKW Fragrance. Sister Khloé is co-founder of clothing brand Good American and sister Kourtney launched lifestyle website Poosh. When you "watched the Kardashians" was first broadcast in 2007, did you see yourself as entrepreneurs? What was the endgame?

    Good American co-founders Emma Grede, left, and Khloe Kardashian

Emma Grede, left and Khloé Kardashian are co-founders of the denim-based Good American label.

(Jay L. Clendenin / Los Angeles Times)

We just went with the flow and left. We've done every product you can imagine, from cupcake recommendations to a diet pill to sneakers or things I didn't know enough about, so they could be super authentic to me. It's clear that a diet pill – I was super at fitness and I love cupcakes – like it all made a little sense, but it wasn't my own brand. It was nothing that I would think was authentic to me. I think there is some strength in saying, "It's OK to try things out at an early stage."

When did that strategy shift?

We were really smart and we saved along the way because I thought, "Well, when my 15 minutes are up tomorrow, at least I have earned a little money with this cupcake or whatever it was that I did." Silly Bandz, you name it, we did it. When we realized that the 15 minutes lasted longer and longer, we made a plan to save and then we made a (second) plan: “OK, if we have enough money, we want to make our own brands. As soon as we come out of all our bad deals. "There was a lawsuit after lawsuit over partnerships and partners that went bankrupt and left us, but we were stuck in these deals.

What made them bad deals?

We used to have deals where everything was me, Kourtney and Khloé in a license agreement. It was not an individual deal for any of us. It was "we split that five percent; five percent split three ways, or whatever it was, and then we have to give 10 percent of our two percent, or whatever the percentage, to our manager and then to our agent." We felt like we were working, but we hadn't discovered it, so I love having all that experience, and so we were able to figure out how we can start our own businesses and really grow and grow from them. super successful.

That is why I am so proud if it is my own company or this is KKW Beauty and Fragrance. When many of the world's beauty sales fall by 20 to 25 percent, mine is double this year.

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