Summer is shaping up nicely indeed – Kim Kardashian’s shapewear and swimwear brand Skims has just opened its first-ever European pop-up experience at Selfridges in London
Designed in partnership with the brand’s long-time collaborator, Willo Perron of Perron-Roettinge, the new Skims pop-up conjures a summer Los Angeles poolside oasis, featuring spectacular diving boards and eye-catching palm tree structures in the middle of The Selfridges Corner Shop,
Only available to visit until July 8, the pop-up offers Skims Swim to Europe for the first time, featuring the brand’s must-have swim essentials, including signature cuts in multiple coverage levels, with new products expected every week, from limited-edition swim collections to the latest seasonal colourways.
Kim Kardashian, co-founder and creative director of Skims, commented in a statement: “Our customers in Europe have been asking for a Skims pop-up experience since we launched our first pop-up two years ago, so I’m thrilled to bring Skims Swim to London for the first time ever and take over The Corner Shop at Selfridges with our most conceptual pop-up experience to date.
“We have followers all-over the world. As we enter the next phase of Skims retail, I look forward to connecting with these customers through innovative shopping experiences on a global scale.”
This is just the beginning for the brand’s London chapter. The Skims Corner Shop is part of the brand’s continued partnership with Selfridges and once the swimwear pop-up has closed, Skims added that it will open a redesigned and expanded permanent Skims shop-in-shop space within the London department store later this summer.
Skims was co-founded by Kim Kardashian and Jens Grede in 2019 and offers underwear, loungewear, swimwear and shapewear. It is sold directly through its own e-commerce website and through select partnerships with retailers, including Nordstrom, Saks Fifth Avenue, Selfridges, Ssense, Net-a-Porter, Lane Crawford, Holt Renfrew and David Jones.
Make it happen
When: Until July 8
Where: 400 Oxford St, London W1A 1AB, United Kingdom
