The brand is quite a viral sensation on social media for its body-hugging and contouring features of the products. The brand makes its way to India via a partnership with Reliance Brands Limited (RBL), giving Indians easier access to the favourite shapewear products.
As per a Business of Fashion report, Skims will be initially available in Delhi and Mumbai through both online channels and physical stores, before it is expanded to other cities.
Over the years, Skims' star-studded campaigns featured several A-listers such as Sabrina Carpenter, Lana Del Ray, Hailey Bieber, Charli XCX, and sisters Kylie and Kendall Jenner, cementing the brand's status as a viral pop-culture phenomenon by onboarding the pop icons. Tennis player Serena Williams was also featured in one of the Nike SKIMS campaigns.
Following the Skims launch announcement, Reliance Brands also announced another Kardashian-connected partnership. They entered into an exclusive long-term agreement with activewear label Fabletics, which has previously collaborated with Kim Kardashian's sister, Khloe Kardashian, to introduce the brand in India.
Fabeletics will be launched in India starting with a dedicated India website, followed by the first standalone store at DLF Promenade in Vasant Kunj, New Delhi. A second store is expected to open in Mumbai.
Reliance Retail's association with the Kardashian-Jenner family also extends to Kylie Jenner's beauty brand, Kylie Cosmetics, which is available in India via Tira.
Kim and Khloe Kardashian also attended Anant Ambani and Radhika Merchant's wedding in 2024, where they wore Indian ethnicwear designed by celebrity fashion designer Manish Malhotra.
