Kim Kardashian opens SKIMS London flagship store
The nude-toned store reflects the brand's minimalist identity.
1Store concept
Kim Kardashian's shapewear brand SKIMS has opened a two-level flagship store on London's famous Regent Street. Designed by New York-based designer Rafael de Cárdenas, the store is decorated in the brand's signature nude tones. Visitors are greeted at the entrance by a massive female nude sculpture by artist Vanessa Beecroft. All walls feature soft curved forms throughout the space.
2Design details
The interior is dominated by cream and beige tones. Oversized light discs installed on ceilings illuminate the space. Floor-to-ceiling mirrors in fitting rooms and the embossed SKIMS logo on walls stand out. Minimalist cabinets placed along curved walls serve as seating areas for cross-legged mannequins. This design language aligns with SKIMS' New York store.
3Brand growth strategy
SKIMS was founded in 2019 by Kim Kardashian and Jens Grede. The London store marks the brand's first physical retail location in Europe. Kardashian described London as
4Art and fashion collaboration
The Vanessa Beecroft sculpture at the entrance demonstrates SKIMS' strong connection with art. Beecroft had previously participated in the brand's fashion shows and campaigns. Similar artistic elements were used in the 2021 Paris pop-up store. With this approach, SKIMS aims to create not just a shapewear brand but a cultural movement.
5Designer Rafael de Cárdenas
Rafael de Cárdenas, who led the store design, runs a New York-based design studio. Having previously designed SKIMS' New York flagship, de Cárdenas is known for his minimalist yet bold aesthetic. The organic forms and warm color palette he used physically manifest SKIMS' body positivity message.
6Positioning in London's fashion scene
The choice of Regent Street is part of SKIMS' strategy to position itself alongside luxury fashion brands. The area hosts flagship stores of global brands from Apple to Burberry. Kardashian called London
7Expanding product range
While SKIMS initially gained recognition for its shaping undergarments, it has gradually expanded into casual wear and even inclusive collections for people with disabilities. The London store showcases this full product range. The brand positions its physical stores not just as retail points but as brand experience spaces.
8Transformation in retail strategy
SKIMS' physical store investments reflect the changing retail strategy of digitally-native DTC brands. Post-pandemic consumer longing for physical experiences is pushing online-focused brands to establish physical presence. SKIMS differentiates itself by combining this trend with a strong aesthetic vision.
Original article: Interior design | Dezeen — Kim Kardashian'ın SKIMS Londra mağazası açıldı