If Kim Kardashian West has made one thing clear, it’s that she doesn't believe in “staying in your lane.” The business mogul and TV personality has tried her hand in everything from makeup to fragrance to digital technology—and in September of last year, she launched Skims, a shapewear line designed to “smooth, enhance, lift, and tone.” The products come in nine shades and are made to accentuate the natural shape of various body types, with sizing from XXS to 5XL. For Kardashian West, a longtime shapewear enthusiast, keeping inclusivity top of mind was important from the jump. “I’m not that tan, so I thought, If I can’t find shapewear that’s dark enough for my skin tone—what are my friends doing? What is my daughter going to do one day when she’s older and wants to wear shapewear?” And Skims was born.
Five months after the hugely successful brand launch that left much of the line sold out in mere moments, Skims’s best-selling collections Solutionwear and Fits Everybody Underwear, and her accessories (body tape and pasties included), are now available to shop online and at 25 Nordstrom locations—with additional debuts planned on a monthly basis.
Thanks to the brand’s first retail partnership, more consumers than ever can get their hands on the line—and Kardashian West hopes to make consumers more confident in the process, no matter what they’re wearing or how many eyes are on them. “The reality is, not everyone is comfortable. I was wearing this other skirt earlier and I wasn’t comfortable leaving knowing that flashes were going to hit me from all angles. Maybe it’s my security blanket, but if I have my sculpting short on, which I did—it makes me feel better. It makes me feel confident and secure, like I can just get on with my day,” said Kardashian West.
Though Skims stemmed from Kardashian West’s personal experience cutting, dyeing, and sewing her shapewear because of a lack of options on the market, the brand vision has expanded far beyond that. It’s truly for everyone—including the rest of the Kardashian-Jenner clan. “I wanted everyone to feel the same way about it—so shade and size range was really important to me. My grandma loves our pajamas and talks about them all the time. Kylie and Khloe love the shapewear, and Kourtney and Kendall love the pajamas too. I love that there’s something for everyone.”
Time will tell what Skims’s next brand expansion will be—but considering Kardashian West’s wide-ranging, unconventional career path, we could very well be in for a curveball—and she likes it that way. “There’s no lane anyone should feel like they have to stay in. When I started to get involved in criminal justice, people told me to stay in my lane, and I just got even more motivated. I thought, How small-minded can some people be? I can be a mom and a wife, film my show, work on beauty and fragrance, and go to law school. I mean, it’s a lot. But if you manage your time in the right way and you cut out all of the bullshit, you can really focus and know there are times of working really hard, but it won’t have to be forever if you do it right.”
To shop the collection now, head to Nordstrom.
Originally Appeared on Glamour