Kim Kardashian's Shapewear Brand Made $2 Million in Minutes

Kim Kardashian's Shapewear Brand Made $2 Million in Minutes

Kim Kardashian's besieged shapewear brand Skims (formerly and controversially known as Kimono) is selling out in spite of, maybe even because of, its PR issues. According to TMZ, our fave Kardashian made around $2 million within minutes of dropping her collection of Spanx-like undergarments online yesterday.

Almost the entire Skims collection is now sold out online, with many customers signing up for waitlists on more popular items and sizes. The site is currently offering free shipping on purchases over $75, which could explain the rush. Many smaller sizes are still available, but large up to XXL have proven very popular.

Kardashian promoted the line with a campaign that features a diverse and surprising array of models, including her famous sisters, as well as... nonviolent drug offender Alice Marie Johnson, who was pardoned by President Trump last year thanks largely to Kim's campaigning. Many people unsurprisingly questioned Johnson's presence in the advertisement, branding it cynical.

Kardashian initially launched her shapewear collection under the brand "Kimono" back in June, but faced fierce backlash from both random internet haters and the mayor of Kyoto. After being accused of cultural appropriation, she went back to the drawing board, and announced a name last month.

Those hiccups aside, Kim really can do no wrong. TMZ adds this detail for context: Skims made $2 million in a matter of minutes, while it took a year for Spanx to earn $4 million when it first launched. Damn.

Photo via Getty