Inside rise of Skims underwear brand from Kim Kardashian vanity project to world’s hottest lingerie firm worth £3bn

Inside rise of Skims underwear brand - from Kim Kardashian vanity project to world’s hottest lingerie firm worth £3bn

What started as a vanity project for Kim Kardashian has evolved into the world's hottest lingerie brand, enlisting a string of global megastars.

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As a fan of Netflix hit Bridgerton, it is no surprise Kim selected Nicola Coughlan, who plays Penelope Featherington, to front her latest Skims collection.

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Nicola debuted in a dreamy, floral “goddess” campaign just days after 20-year-old England star Jude Bellingham stripped down for the men’s line.

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Customers and celebs alike can’t seem to get enough of the brand, with Skims now worth £3billion and sales up 50% last year.

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The down-to-earth clobber may lack the sparkle of Victoria’s Secret, but its success lies in seamlessly combining comfort with subtle elegance - and some shrewd viral campaigns.

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By featuring a diverse range of celebs and models, Skims appeals to a multi-generational audience.

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Older celebs like Kate Moss, 50, bring a touch of timeless glamour, while contemporary stars such as Jude and Nicola connect with younger, trend-conscious consumers.

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