Why Is Skims Offensive? Exploring the Controversy Surrounding Kim Kardashian’s Shapewear Line

SKIMS, a clothing brand launched by reality TV star Kim Kardashian, has faced significant criticism for various reasons, most notably for perpetuating harmful beauty standards and cultural appropriation. Many argue that the brand's marketing tactics, product names, and overall image contribute to the objectification and commodification of women's bodies. Furthermore, the appropriation of diverse cultures through the brand's shapewear and intimates collections has led to accusations of cultural insensitivity. As conversations surrounding inclusivity, body positivity, and cultural appreciation continue to gain importance in today's society, it becomes crucial to assess and question the impact of brands like SKIMS that may potentially reinforce offensive and harmful norms.

What Was the Idea Behind Skims?

Skims was born out of a desire to revolutionize the shapewear industry and create a brand that caters to all body types. Co-founded by renowned entrepreneur Kim Kardashian, along with Emma Grede and Jens Grede, the brand has become a powerhouse in the fashion industry, with a strong focus on body positivity and inclusivity.

One of the key ideas behind Skims is to provide women with comfortable and functional shapewear that enhances their natural curves. The brand aims to break away from the traditional notion of shapewear as restrictive and uncomfortable, and instead offers a range of seamless, breathable, and supportive garments that offer a perfect blend of comfort and style.

Skims has also made inclusivity a top priority. The brand offers a wide range of sizes, from XXS to 5X, ensuring that every woman can find shapewear that fits her body perfectly. This commitment to inclusivity is further exemplified through Skims diverse marketing campaigns and collaborations, featuring models of different ethnicities, body shapes, and sizes.

Skims, the brand founded by Kim Kardashian, has come under scrutiny for it’s lack of transparency and insufficient information regarding it’s sustainability and ethical practices. This has been a major factor in the brand receiving a low rating of “We Avoid”. As a consumer, it’s important to have access to information about the impact a brand has on people, the planet, and animals, and unfortunately, Skims falls short in providing these details.

Why Is Skims a Bad Brand?

Skims, the popular brand founded by Kim Kardashian, has faced criticism for it’s lack of transparency regarding it’s impact on people, the planet, and animals. In todays conscientious shopping landscape, consumers have become increasingly interested in supporting brands that prioritize sustainability and ethical production practices. However, Skims falls short in it’s efforts to provide sufficient relevant information in these areas.

Furthermore, Skims has been called out for it’s lack of inclusivity and diversity. While the brand aims to cater to a wide range of body types and sizes, it’s faced criticism for it’s narrow representation of models and influencers. This lack of inclusivity fails to take into account the vast diversity of the market, sending a message that not all individuals are valued or important in the brands vision.

Additionally, Skims has been accused of greenwashing, a term used to describe when brands make misleading or exaggerated claims about their sustainability efforts. Without clear evidence or transparent information about the brands production methods, it’s difficult for consumers to trust Skims environmental claims.

Brand Accountability and Responsibility: Evaluate Skims’ Response to Criticism and Determine if the Brand Takes Responsibility for It’s Shortcomings and Works Towards Improvement.

Skims, a brand known for it’s inclusive and diverse undergarment products, has faced criticism in the past. When evaluating their response to criticism, it’s important to consider whether they acknowledge their shortcomings and take steps to improve.

Source: How Ethical Is Skims? – Good On You

While SKIMS prides itself on promoting body positivity and inclusivity, there have been accusations of photoshopping and a lack of representation. These claims raise concerns about the brand’s commitment to it’s core values.

Is SKIMS Problematic?

Is SKIMS problematic? On the Instagram account Problematic Fame, which frequently posts about beauty standards in Hollywood, Skims is criticized for it’s alleged problematic practices. Skims, an American shapewear and clothing brand, was co-founded by Kim Kardashian, Emma Grede, and Jens Grede. The brand claims to focus on body positivity and inclusivity, and it practices inclusive sizing. Skims has gained significant popularity and success, with the company being valued at over $3.2 billion in January 2022, according to Wikipedia.

However, despite it’s success, Skims has faced criticism. One prominent accusation is that the brand has engaged in photoshopping. Photoshopping has long been a controversial practice in the fashion industry, as it perpetuates unrealistic beauty standards. The allegation of photoshopping raises concerns about Skims commitment to body positivity and inclusivity, as it potentially sends a conflicting message to consumers.

Additionally, some critics argue that Skims fails to adequately represent body positivity and inclusivity. While the brand claims to embrace diverse body types and sizes, some individuals argue that it’s marketing and advertising campaigns predominantly feature individuals who conform to traditional beauty norms. This lack of representation may lead to feelings of exclusion among individuals who don’t fit societal beauty standards.

It’s important to note that these criticisms aren’t definitive judgments on Skims as a brand. Every company faces scrutiny, and these allegations should prompt a critical examination of Skims practices. However, it’s essential to consider multiple perspectives and research thoroughly before forming an opinion on whether Skims is truly problematic.

The Consumer Responsibility in Supporting Brands That Align With Their Values

Consumers have a responsibility to support brands that align with their values in order to make a positive impact on society. By choosing to purchase from companies that share their ethical, environmental, or social beliefs, consumers can ensure that their money isn’t supporting practices that they oppose. This involves researching the values and practices of different brands, reading labels, and understanding the supply chains of products. In doing so, consumers can use their purchasing power to endorse companies that prioritize important issues and contribute to the development of a more sustainable and responsible business community.

In response to the backlash she received for cultural appropriation with the name “Kimono,” Kim Kardashian has renamed her shapewear brand as Skims and shared that it will officially launch on September 10th.

What Was Skims Originally Named?

Skims, originally named Kimono, caused a major controversy for Kim Kardashian due to accusations of cultural appropriation. Unveiled on June 25, the brand faced heavy backlash for it’s insensitive choice of name. However, in a swift response to the criticism, Kardashian decided to rebrand the shapewear line as Skims. This decision demonstrates her willingness to listen to and address the concerns raised by her audience, proving her commitment to cultural sensitivity and inclusivity.

Kardashians decision to rebrand comes as no surprise, as she’s consistently demonstrated a strong business acumen and willingness to adapt to changing market dynamics. By addressing the cultural appropriation accusations head-on, she’s shown a willingness to understand and learn from her mistakes. This newfound understanding is likely to resonate positively with both her fans and the wider audience, fostering a more inclusive and sustainable future for Skims.

It exemplifies the importance of cultural sensitivity and demonstrates the power of listening to feedback. As the brand prepares for it’s highly anticipated launch, it seeks to redefine the world of shapewear by prioritizing inclusivity, comfort, and self-expression.

The Potential Long-Term Effects of Cultural Appropriation on a Brand’s Reputation and Success

  • Loss of authenticity and credibility
  • Damage to brand reputation
  • Lack of respect for cultures and communities
  • Potential backlash from consumers
  • Negative impact on sales and revenue
  • Legal and ethical implications
  • Public relations crises
  • Boycotts or protests
  • Loss of customer trust and loyalty
  • Negative media coverage


In conclusion, the offensiveness of Skims lies in it’s perpetuation of harmful beauty standards, objectification of women's bodies, and it’s disregard for diverse body types and sizes. By promoting a narrow and unrealistic ideal of beauty, Skims inherently excludes and marginalizes individuals who don’t fit into this predetermined mold. Moreover, it’s marketing strategies and language contribute to a culture that devalues women's worth based on physical appearance alone. It’s essential for brands like Skims to recognize and challenge these harmful practices, and instead, embrace inclusivity, body positivity, and empowerment for all.