Kim’s ‘Skims Swim’ dives into Selfridges for European debut

13th June 2023 | Lisa Pilkington

Kim Kardashian’s shapewear and clothing brand, Skims, made a splash opening its first UK pop-up in Selfridges in London.

The corner space on the department store’s ground floor was transformed into a poolside oasis with diving boards and palm tree decorations, all designed by Willo Perron. 

The reality TV star turned fashion mogul, said: “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.”

The pop up will run in Selfridges until July 8. Customers will be offered ice cream treats while they browse the corner space, which will stock a range of loungewear, underwear and shapewear.

It marks the start of the brand’s expansion in Europe, with plans to open a permanent concession in Selfridges later this Summer. It is also planning on opening a range of shops across the UK and Europe over the next three years.

Bosse Myhr, Selfridges director of womenswear and menswear, said: “We are looking forward to Selfridges customers being the first to explore the Skims Swim collection in Europe, with an extraordinary shopping experience that will get everyone in the mood for summer.”


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