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With its latest cash injection, Skims has made it clear that it has no plans to slow down, with plans for more stores, more products and more growth. Kardashian’s influencer status will serve her well as Skims enters its next phase, Marron contends, noting that her personal brand has long operated like a modern business. “Those creator instincts are exactly what has allowed Skims to outpace legacy brands,” she says. “It behaves more like a creator than a brand — fast, intuitive and culturally fluent — and that is what keeps it winning with standout marketing.” Earlier this month, Skims appointed new executives. Dawn Vitale was appointed chief merchandising officer, joining from Levi Strauss & Co., and Ami Colé founder Diarrha N’Diaye joined as EVP of beauty and fragrance for Skims Beauty. These appointments are significant as they signal ambition, experts say. “They’re building infrastructure for a multi-category lifestyle empire, not a shapewear brand,” Lubin says. “Beauty feels like a smart next move — it’s brand extension 101, high margins and well within the Kardashian-Jenner wheelhouse.” With more physical store additions, Skims will need to be mindful, Saunders cautions, as opening stores creates a financial and capital commitment that is hard to dissolve, he says, adding that it can also impose a more rigid cost structure on the business. But he’s confident in Skims’s ability to manage. “Skims has shown itself to be a brand that has staying power and the view will be that to become more of a lifestyle label, it needs to control the distribution and experience,” he says. “This is also a sign that the brand has bold ambitions and that it wants to be a more significant player in the market.”Grinch I Use Sarcasm At Work Because Punching Someone Shirt
How much runway is there for growth? Plenty, experts say, so long as it’s well-managed. “The risk isn’t demand, it’s overextension,” Lubin says. “Right now, Skims has the cultural heat and the capital, but they will need to stay focused on what they do so brilliantly: fit, inclusivity and moment-making.” Fashion weeks are a vital platform for showcasing collections to buyers, press and critics alike. For many designers, they serve as an important marketing and sales channel. However, in South Africa, organizers say the traditional fashion week model has become too divorced from the realities of making and selling fashion today. Last month, South Africa Fashion Week (SAFW) announced it was taking a “strategic pause to recalibrate and reshape its future”, with plans to unveil a new direction in January 2026. While details are still being worked out, founder and director Lucilla Booyzen says there will be a “360-degree digital rollout, followed by a combination of live and digital shows, digital marketing and storytelling from April 23, 2026”. “After 28 years of shaping the South African designer fashion industry, I began to notice a gradual but unmistakable shift in how fashion operates,” Booyzen tells Vogue Business. “Instability in the supply chain has made fabric sourcing unsustainable, unpredictable and costly. Production costs have increased, while opportunities for visibility and retail presence for designer-led brands have reduced. The old approach — staging two large seasonal shows — has become unsustainable and misaligned with these new realities.”
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