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SR International: Kim Kardashian West Unveils Skims X Fendi Collaboration As She Is Announced As WSJ. Magazine’s Brand Innovator Of 2021

SR International: Kim Kardashian West Unveils Skims X Fendi Collaboration As She Is Announced As WSJ. Magazine’s Brand Innovator Of 2021

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Secretly, for 10 hours in Cabo San Lucas, Mexico, this past March, Kim Kardashian West and her Skims team met with fashion designer Kim Jones and his team from the Italian label Fendi for a marathon fitting session. At the time, most Europeans were blocked from entering the U.S. due to pandemic controls, but it was essential that they meet in person. Kardashian West is the fit model for a just-released collaboration between Fendi and Skims, an undergarments and apparel label she launched in 2019.

Cabo offered a convenient location a short flight from Kardashian West’s Southern California hillside estate. “We didn’t even spend the night there,” says Kardashian West, a stickler for efficiency. She flew home to her four children, ages 2 to 8, in time for bed.

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Photo: Annemarieke van Drimmelen for WSJ. Magazine

The Fendi x Skims collaboration, which will launch November 2, is poised to link the legacy Roman fashion label, which was founded in 1925, with millions of members of Generation K, an ever-multiplying group of Kardashian-Jenner-obsessed consumers, many of whom have followed the clan since the reality television show “Keeping Up With the Kardashians” debuted in 2007. It is a complete ready-to-wear collection, including formfitting tops and dresses starting at $950, $1,100 leggings and a $2,950 puffer jacket, as well as Fendi x Skims – logo-printed underwear, shapewear and hosiery. There is a range of swimsuits, from a barely-there bikini to sporty one-pieces and surf tops, all in a mash-up print of the labels’ logos. A $4,200 leather dress with wraps crisscrossing the bosom comes in eight muted shades, from beige to earthy brown. The collection is sexy, stretchy and athletic-looking, in viscose or velvet knits and available in solid colors, including neutrals, much like the minimalist Skims underwear.

Photo: Annemarieke van Drimmelen for WSJ. Magazine

Skims, a mere two years old, is continuing a rapid expansion beyond its beginnings with inclusive shapewear and bras, having added pajamas, loungewear, dresses and children’s wear, with more to come. Each new drop is centered around a specific fabric (jacquard, velour, cotton and so on), and items can sell out quickly. It’s already surpassed unicorn status, having been valued at $1.6 billion. Kardashian West has both majority ownership and creative control of Skims, which ships globally and can be shopped for online in currencies including the Turkmenistani manat and the Malawian kwacha.

Here are some things Kim Kardashian West revealed as WSJ. Magazine’s Brand Innovator of 2021…

KKW on building a corporate enterprise:

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Photo: Annemarieke van Drimmelen for WSJ. Magazine

“I hope so,” she replies when asked if she intends to develop a broad corporate enterprise. “But I think of it more on the day-to-day. I’m just like, this is my vision. This is what I want to get done. If it turns into this huge beauty conglomerate? Oh, my God; that’s so amazing! Obviously, it’s everyone’s goal. You want it to be as amazing and huge as possible.”

KKW on her packed daily schedule:

“My days are completely micromanaged to the minute,” she says. “In order to get away from the kids, I will go into my office at my house and study. And then working on beauty and rebranding and Skims, constantly, I’m always in fittings and fabric meetings. My days are pretty full…. And that’s it. I love to be home; I love my weekends at home.”

Is she a workaholic? “I know, I know, I am,” Kardashian West says. “I get a lot of my work ethic from my dad.” Skims fendi collaboration

KKW on continuing to depend on Kanye West’s design council:

She has been working to streamline and upgrade her own brands lately, thanks to advice from her husband Kanye West, the musical artist and Yeezy designer from whom she filed for divorce in February. West, she says, looked at the forest of her various brands and has advised her to simplify.

“He expressed that there were too many branding situations. He’s always super simple,” she says. “I really wanted to condense my beauty brands. I wanted one place, one website, where everything can live.”

KKW on Kanye:

She and West remain close and are also business partners. “He has a piece of Skims himself and gives [the team] inspiration but also information,” she says. “I think he enjoys the process.
“Kanye will always be the most inspirational person to me,” she says.

KKW on shuttering her Coty brands for relaunch:

Photo: Annemarieke van Drimmelen for WSJ. Magazine

“I want to really launch an entirely new beauty brand,” she says. “I learned so much that I’m excited [to put out] a brand that has all the new information that I know. I feel like it’s going to be my baby, I’ll have my beauty brand and Skims. I can really nourish it and flourish it more if it [were] all condensed into one.”

KKW on brand building early in the beginning:

“It was just whatever the feeling was. We were like on a collection basis,” she says. “I didn’t know the business so I didn’t know how you could evolve.”

She’s now learning about the difference between ready-made packaging and the more luxurious look of custom-tooled designs. “I did what I could at the time,” Kardashian West says of her early packaging. Skims fendi collaboration

KKW on her seeming style shift this summer:

The style shift was temporary. “I had a few moments. I had some fun,” she says. “But I’m back to minimalism.”

KKW on being her own fit model:

“I really like to be a fit model…I need to feel it,” she says. “I probably do so much more work than people assume, that might not even be necessary at this point. But I do it.”

KKW on the genesis of Skims x Fendi:

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Photo: Annemarieke van Drimmelen for WSJ. Magazine

The Fendi collaboration came about as a result, she says, of her friendship with Kim Jones. She heard that women in his office were fans of Skims. “So I sent him a bunch,” she says. Jones flew to Calabasas to discuss a collaboration in December 2020.

KKW on Skims plans:

Kardashian West says she is not thinking about adding ready-to-wear to Skims. “Not that we have discussed. That’s definitely not part of the plan, definitely not in the next couple of year[s],” she says. She is, though, intending to bring out more workout wear (“yoga-ish,” she says).

KKW on taking over for her mother as family manager one day:

She now weighs in on most of the family’s deals jointly with Kris Jenner. “If there’s a deal, it’s always my mom, me and our attorney talking it over,” Kardashian West says.

People close to the family expect her to take the reins when Kris, 66, one day retires. “We’ve talked about it. I would assemble a team of people to take over,” Kardashian West says. “I hope it doesn’t happen for a really long time, because I’m really busy.”

KKW on her future in law:

“We talked about it for sure when I was in college, but I wasn’t that serious,” she says. She recently failed some introductory bar exams and concedes that she has a lot of work in front of her: “I do have always to go.”

“Hopefully one day I can start a law firm where we can help people pro bono and hire people who were formerly incarcerated,” she says of her longer- term goals.

KKW on her future:

“I don’t see me floating on a yacht,” she says, noting that her grandmother retired in her early 80s. “I think I’ll always feel good when I’m working.” Skims fendi collaboration

Read full article here.

Photo: Annemarieke van Drimmelen for WSJ. Magazine


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