Praise for Kim Kardashian’s Skims ignores her family’s relationship with body augmentation

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Kim Kardashian West is seen arriving at the "Ritz" hotel on March 03, 2020 in Paris, France. Photo by Pierre Suu/GC Images
Kim Kardashian West is seen arriving at the "Ritz" hotel on March 03, 2020 in Paris, France. Photo by Pierre Suu/GC Images
  • Kim Kardashian's shapewear brand Skims' most recent campaign features her sister Kourtney Kardashian and close friend Megan Fox.
  • Skims is among the most successful and fast-growing shapewear brands, valued well above US$1 billion
  • Kim's brand thrives on promises made to women. Namely, promises that the purchase of their products can produce a figure and face closer in shape and size to the Kardashians.
  • The conversation that is missing in the admiration of Skims is Kim's infamous relationship with body augmentation, beauty ideals ,and the pressures these ideals often cause.

Kim Kardashian’s much talked about shapewear brand, Skims, made headlines in September for its most recent campaign featuring her sister Kourtney Kardashian and close friend, Megan Fox.

The two appear in a intimate embrace, wearing nothing but underwear. Cosmopolitan  wrote that the pair “look so good […] wow,” with industry heavyweights like Nylon and InStyle adding to this praise. Important questions surrounding these images and their implications for viewers however are missing from mainstream conversations.

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