Kim Kardashian’s shapewear brand Skims has developed a cult following for its everyday basics and intimates and its neutral color palette — so much so that it has inspired a subgenre of “Skims dupes and alternatives.” Customer favorites include a form-fitting maxi lounge dress that drapes down the body.
Last week, Skims expanded into bridal with 63 styles of dresses, lingerie, shapewear and loungewear, with some of its best sellers updated in white, baby blue and pink.
At first glance, a shapewear brand expanding into bridal may seem random, but it’s a common move for many intimates brands. Savage X Fenty and Victoria’s Secret, two of Skims’s competitors, both have bridal shops.
According to Jackie Avrumson, a bridal stylist and consultant of 20 years, clients respond favorably to such expansions. “Everything is white and ivory and lacy, and it’s their time to wear these pieces in those colors,” she said. “It just keeps them feeling like a bride throughout their entire experience.”
Ms. Kardashian, a founder and creative director of Skims, said that customers wanted wedding-ready styles.
“We knew they were already wearing our tonal underwear and shapewear under their dresses, but heard more and more that they wanted additional options,” Ms. Kardashian said in an email. “So this year I wanted to offer a full assortment of special collections for brides, bridesmaids and guests.”
Among the 29 new styles are a mesh full-length dress with a lace neckline ($98), a cotton mini dress with a crystal beaded hem ($98), an elastic leg garter ($28), and silk cargo pants ($198).
The pieces in the collection are designed to be worn throughout the wedding weekend — loungewear for getting ready, dresses for dinners and bedroom sets for after-hour events. The lace and silk updates and the body-hugging shapes also make the pieces feel fashion forward for bridal wear, she said.
“Our goal was for our wedding shop to feel like a modern twist on traditional wedding themes,” Ms. Kardashian said. “For example, we have delicate lace lingerie people may expect, but in fresh, sexy cuts, as well as more unexpected pieces like a silk micro-skirt and bralette.”
Casey Southern, a 35-year-old content creator and part-time hairdresser from Rural Hall, N.C., bought a Skims blue silk slip dress to wear during her beach wedding next month. She liked the lace detailing and felt that she could wear it as a night gown or dress it up with heels and a blazer. She also liked the bridal mesh open top and short set, but ultimately decided against buying it.
“It would be really cute for the bedroom,” she said, but drew the line at wearing it in front of her family.
Ms. Avrumson said that because of the increasing number of bridal events in recent years, “now more than ever, brides are looking for an experience throughout their entire journey. It’s not just about their wedding dress anymore.”
With #weddingtiktok accumulating more than 41 billion views, there is a whole universe on the app where brides share all aspects of wedding planning, including their fashion choices for each event. Ms. Avrumson is starting a brand herself, called Silk Thread, which is a bridal edit that offers brides all outfits they may need for wedding-related events, minus the dress itself.
“It makes the story not just for their wedding day,” she said, “but for their whole entire wedding planning experience.”