This archive report was first published on 26 October 2021.
On October 25, 2021, Kim Kardashian West's shapewear brand, Skims, announced a collaboration with Fendi, LVMH's Italian luxury fashion house, on a new clothing collection.
The collection, which includes body-hugging apparel, was jointly designed by Kardashian West and British fashion designer Kim Jones. It is set to be launched on November 9.
This collaboration comes as luxury labels seek to generate buzz in a crowded media landscape by partnering with celebrities, including rappers and K-pop stars, to tap into their broad fan bases.
Skims, valued at $1.6 billion in April 2021, has gained popularity with younger shoppers since its launch in 2019, thanks in part to Kardashian West's huge social media following.
Fendi has previously collaborated with artists and celebrities, including rapper Nicki Minaj and artist Joshua Vides.
Kim Jones, artistic director of menswear collections for Dior, another LVMH-owned label, is known for his flair for building brand heat through tie-ups with artists, popular culture figures, and labels.
- Reporting by Uday Sampath in Bengaluru and Mimosa Spencer in Paris
