FAUX, FASHIONABLE AND PHILANTHROPIC, THE NEW SKIMS NIPPLE BRA IS NO JOKE
By: Kritika Kukreja
In the ever-evolving world of fashion, a little over a month ago, SKIMS, the brainchild of the iconic Kim Kardashian, captured the spotlight with its innovative and philanthropic approach to lingerie. The Nipple Push-Up Bra not only set a new standard in comfort and style but also allegedly took a giant leap toward positive social change. Although the bra may not have initially aimed to support trans women or individuals recovering from breast cancer, it has the potential to significantly impact women who have undergone mastectomies. This innovation offers a transformative solution, allowing those who had breast removal surgery to achieve the illusion of a nipple while embracing sexy intimate apparel.
Credit: Rebekah Vos / @diaduit
Priced at $62, the bra comes in black and five different shades of nude. It is made from a microfiber fabric and includes a built-in faux nipple - a simple yet controversial change. The bra is currently accessible through a waitlist as her fans swiftly emptied the digital shelves in less than 48 hours after announcing the launch on Instagram, October 27th.
The design may evoke laughter for some, yet it underscores that the objectification of women is undoubtedly still prevalent. Of course, women should not feel compelled to conform to societal standards, dictating the perception of their breasts. However, does the bra truly empower them to feel more self-assured? Perhaps embracing authenticity by going braless and freeing their nipples could be a more liberating choice.
As for marketing, the cheeky promo video Kardashian posted on social media showed her mocking the cliche of a sexy of scientist demonstrating how all the environmental issues provoked a need for a bra that allows you to look cold even when it’s hot. The advertisement was certainly not appreciated by some environmental activists. Described as a “mockery” by Greenpeace UK, a leading non-profit that exposes global environmental problems, the ad alluded to the rising temperature and melting glaciers, stating that 10% of the earnings would contribute to a charity initiative, thereby shifting the focus from actions with greater impact. This prompted numerous individuals to question the effectiveness of the conveyed message, let alone providing a means of generating awareness on the crucial issue.
Nevertheless, the brand appears to have found success, which is evident in its impressive feat of raising $270 million earlier this year, elevating the brand’s total net worth to a whopping $4 billion.
Credit: T. Schneider, Shutterstock
Skims, which originated from Kim’s personal struggle to find shapewear in her specific skin tone, has launched an extensive range of products to offer women a variety of choices catering to diverse body shapes, skin tones and age groups. In September 2019, the company introduced its inaugural collection, “fits everybody”, providing shapewear and underwear in sizes from XXS to 5XL.
Transitioning from an initial emphasis on shapewear, the entrepreneur has broadened her product portfolio to include a variety of items – from captivating swimsuits to comfortable loungewear. With virtually every product release selling out within minutes, the popularity of the Skims cannot go unnoticed. Her enthusiastic fans have been found eager to get their hands on the celebrity label’s bras, panties, socks, pyjamas, and other fashionable styles, particularly drawn to Kardashian’s characteristic neutrals, now complemented by some vibrant pops of colour.
What insights can be drawn from this?
Strategic and well-thought-out marketing initiatives have the power to challenge stereotypes, celebrate diversity, and foster a sense of belonging among different demographic groups.
In a world marked by an ever-growing awareness of societal issues, brands are increasingly seen as pivotal actors with the responsibility to not only react to the evolving needs of society but also to proactively instigate and champion positive change. While getting influenced by the ones that are shaping cultural narratives, it is also crucial for individuals to be judicious, differentiating between actions that authentically contribute to making a difference and those that might merely attract attention. This nuanced approach is essential to ensure that efforts are not only impactful but also sustainable in addressing the multifaceted challenges our global community faces.