What's Happening?
Kim Kardashian's shapewear and apparel brand, Skims, has announced an exclusive partnership with Reliance Brands to enter the Indian market. The expansion will see the opening of Skims stores in Mumbai and Delhi, followed by a phased rollout across other
cities and digital platforms. This move is part of Skims' broader international growth strategy, which has recently included openings in London and Dubai, with Hong Kong and Seoul also planned. Founded in 2019, Skims has grown from shapewear and underwear to include loungewear, menswear, swim, and activewear, achieving a $5 billion valuation in November 2025 with projected net sales exceeding $1 billion for 2025. The brand emphasizes inclusivity, offering a wide range of sizes and skin tones, and featuring diverse body types in its campaigns. Isha Ambani, director of Reliance Retail Ventures, highlighted Skims' impact on perceptions of shape, comfort, and inclusivity, noting its appeal to Indian consumers seeking aspirational and tailored fashion.
Why It's Important?
The entry of Skims into India, facilitated by Reliance Brands, signifies a significant development in the country's rapidly growing shapewear market. This partnership leverages Skims' global brand recognition and cultural cachet with Reliance's extensive distribution network, physical retail presence, and deep understanding of the Indian intimatewear customer. The Indian shapewear market is projected to reach $202.6 million by 2033, indicating substantial growth potential. While Skims operates at a premium price point internationally, its arrival is expected to increase the visibility and aspirational appeal of shapewear in India, potentially driving demand across various consumer segments. This could also intensify competition for local Indian brands, pushing them to innovate further in terms of fit, fabrication, sizing, and marketing to cater to diverse Indian body types and dressing habits, such as saris and kurtas. Reliance's existing portfolio in intimatewear, including acquisitions like Zivame and Amante, positions it to integrate Skims into an ecosystem that caters to a wide range of Indian lingerie customers.
What's Next?
Following the initial store openings in Mumbai and Delhi, Skims and Reliance Brands plan a phased expansion across other Indian cities and digital channels. This strategic rollout will test how a premium international brand like Skims, known for its inclusive sizing and diverse marketing, resonates with the specific needs and preferences of the Indian consumer base. Local brands, which have already been addressing the unique body proportions and climate of India, will likely continue to innovate and potentially expand into Tier 2 and Tier 3 cities to maintain their market share. The partnership will also reveal whether Skims can adapt its product offerings and marketing strategies to effectively compete with established Indian players who offer more localized solutions and competitive pricing. The success of Skims in India could set a precedent for other international fashion brands looking to tap into the country's burgeoning retail sector, particularly in the intimatewear category.
Beyond the Headlines
The arrival of Skims in India raises deeper questions about the evolving relationship between global beauty standards, body image, and consumer culture. While Skims promotes inclusivity through its diverse sizing and skin tone offerings, its core product—shapewear—inherently aims to smooth, sculpt, and reshape the body. This creates a tension between body positivity and the desire for aesthetic optimization, reflecting a broader societal shift where individuals seek to embrace their bodies while also wanting to enhance their appearance for specific occasions or clothing styles. Furthermore, the environmental impact of shapewear, which often relies on synthetic fibers and blended textiles that are difficult to recycle, becomes a more prominent concern. As India grapples with a significant textile waste problem, the increased consumption of such garments could exacerbate environmental challenges. This partnership highlights the complex interplay between fashion, cultural expectations, and sustainability in a globalized market, prompting a re-evaluation of both consumer demand and industry practices.
