After an initial messy roll out, Kim Kardashian‘s renamed shapewear line is back in business and ready to roll. Now called SKIMS Solutionwear, Kim
Bringing her entrepreneurial efforts together with her focus on prison reform, Kardashian tapped Alice Marie Johnson as the star of SKIMS’ first campaign. After serving 21 year in prison for a first-time, non-violent drug arrest, Johnson was pardoned by Donald Trump in June 2018 in response to advocacy efforts by Kardashian.
The SKIMS campaign features Alice talking about the importance of freedom and how the shapewear is an extension to helping her feel
The Memphis-born Johnson, who’s wearing a SKIMS bodysuit, opens the video by explaining her prison sentence and having Kardashian advocate for her, noting that at the time she wasn’t aware who Kardashian was. Johnson explained, “I was set free on June the 6, 2018. So now ever moment is precious to me. Waking up and not having a bunk bed over my head is precious to me.”
Reflecting on SKIMS, Johnson states, “I can walk into a store and pick up something I wouldn’t even normally think about wearing and I can put it on and it’s going to look great on me.”
And while yes, it’s obviously a stretch to compare a prison sentence and shapewear, the bigger picture is that the story of Johnson’s grossly unfair sentence is further amplified and she also (we assume) gets a check. Win win.