Following a name change, entrepreneur and reality TV star Kim Kardashian West launched her SKIMS shapewear line on Tuesday (September 11, 2019) and as seemingly with all things Kardashian cashed in. The line sold out almost immediately and according to TMZ, Kardashian took home a $2 million dollar haul.
The SKIMS take home is noteworthy given it took category king Spanx an entire year to rack up $4 million dollars in sales. The category is a good fit for Kardashian who’s always been very up front about her appreciation for shapewear.
While heavy traffic initially rocked the SKIMS site and caused some glitches for shoppers on launch day, as of today the store is sold out of some items but working seamlessly (literally).
Kardashian initially named the shapewear line Kimono, but announced she would change the name in response to criticism that it was inappropriate for a white American woman to name her company after a traditional Japanese garment.
The SKIMS campaign was kicked off with a video featuring Alice Marie Johnson, who was recent release from a lengthy prison sentence thanks in part because of Kardashian’s efforts.