Kim Kardashian and his sheaths that are worth more than 1 billion will they conquer France?

The reality TV businesswoman becomes a billionaire thanks to its brand of Skims sculpting underwear.Exit the granny's sheaths, it's time for the "shapewear" bodypositive, carried by celebrities on red carpets, popstars on stage, until French reality TV.And soon by everyone?

The American reality TV star launched its skimming sculpting lingerie brand in 2019.First supposed to be called Kimono, this line of "Shapewear" (the new expression to make the sheaths more selling) started with a controversy that has only fed the buzz, and therefore its success.Especially since in parallel, the bodypositive movement makes this kind of underwear increasingly desirable.Itinerary of a trend to win to France.

Kim Kardashian becomes a billionaire thanks to the Business of Gaines

While we would have thought that the pandemic, the confinements, and the cancellation of most events could have harmed the use of this kind of slimming sheaths, Kim Kardashian has just lifted $ 154 million, bringing his brandSkims to be evaluated more at $ 1.6 billion, according to the New York Times on April 9, 2021.

Remaining the majority shareholder, the heroine of the late Keeping Up with the Kardashians therefore enters the limited billionaire club, according to the economic magazine Forbes.

But how to explain such a success, when this kind of underwear remains connoted, in the French collective unconscious, as reserved for grandmothers?This is precisely a whole work of repositioning and storytelling, in order to pass from sheaths of misunderstanding mamies, feminist sauce.

From the Kardashian-Jenner family to Popstars until French reality TV

It was already thanks to the Business of the Gaines that Sara Blakely, founder of Spandex in 2000, became the youngest billionaire in the Forbes ranking in 2012.Where many stars reserve these kinds of sculptive underwear for their appearances on red carpet, the Kardashian-Jenner family is precisely known to use and abuse it on a daily basis.Like the corsets they wear to reshape their silhouette.

Their hypermersion in the incredible Kardashian family (from 2007 to 2021, anyway ...) and everywhere on social networks has surely helped popularize this practice of sculpting lingerie for everyday life.

In the United States and the United Kingdom, where tight clothes have much more popular than in continental Europe for cultural reasons for different modesty, this kind of underwear becomes common currency.If France is still resisting, the Shapewear begins to impose itself through our favorite singers and television, in addition to social networks.

First, it was the moon print combinations signed by French designer Marine Serre, overviews on Beyoncé, Angèle, Dua Lipa, and many French reality TV candidates.

It is now the turn of catsuits (or academic, in French) signed Casey Cadwallader to Mugler, seen on Beyoncé and Dua Lipa, again, Doja Cat, Madison Beer, or Yseult at the Victoires de la Musique.

If ordinary people are not necessarily seen out in a tight head to the head to go to buy a baguette, it still helps to make them desirable.And can therefore make us want under the Kim K or equivalent, much more accessible.

The storytelling of a bodysuitous sculpting lingerie

Especially since in parallel, the bodypositive movement can encourage us to assume its body, rather than hiding it under too large clothes.At least, this is the storytelling that Kim Kardashian serves.She presents skims not as underwear to erase her faults and complexes, too bodyshaming for 2021, but rather a "solution" to improve her silhouette.An augmented body, like a ready-to-infipe-firing social networks filter.

To make the message even more inclusive, the sizes range from XXS to 5XL, and are available in a wide range of nude shades in order to suit several.By their very design, these undersides seem to be thought of to be worn as full-fledged clothes, or remain invisible even in dress largely split on a thigh, an asymmetrical armhole, or a dizzying back-naked, for example.Skims offers undersolutions for each situation.And deviate the body-post movement to serve its marketing.

Deprived of exit, we only dream of Revenge Shopping

In short, to properly offer choice, and make it available easily via an eshop that delivers internationally, all with a storytelling that smells of feminism-washing, such is the recipe for the success of the sculpting lingerie of Kim Kardashian.

And according to first indicators concerning the clothes purchases of countries which vaccine in block, people seem to rush into evenings, including many more or less tight dresses, points out the New York Times.This is what Forbes nicknamed the "Revenge Shopping", as if we had been deprived of exit for too long by the covid and that we intended to compensate.

So maybe in France too, by dint of seeing Angèle and Yseult have fun in body, we will want to draw her most beautiful sheath for shaker her post-Pandemia booty more and more.

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