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It’s a tired industry trope: Missing that one essential item on set and failing to acquire it fast enough, no matter how many PAs are tapped for the task. And it turns out that Kim Kardashian is all too familiar with this pain point — so much so that she’s partnering with DoorDash to make her $5 billion apparel company, Skims, available for on-demand delivery via a platform that, in the past, strictly operated in the realm of food.
As of Oct. 13 at 9 a.m. PT/12 p.m. ET, shoppers in more than 10 states can get almost-instant access to 19 Skims stores without ever stepping out of the house, as the purchases will be delivered straight to their door in as little as under an hour (delivery times may vary, according to DoorDash).
In that, Skims joins retailers like Urban Outfitters, The North Face, Gap and Anthropologie, which are already shoppable on DoorDash’s website and app under the “Retail” category, having become part of a growing trend that’s subjecting traditional retail to a kind of “quick commerce,” grocery-style treatment.
Thanks to a limited-time promotion from DoorDash and Skims, users can also save 15 percent on Skims orders of $125 or more (up to $25 off) with promo code SKIMS15 at checkout.
”[The partnership] was inspired by conversations I had with my friends and family members, who think that I am Skims customer service. They call me all the time asking for a bodysuit, underwear or bra, and they need it now. They assume that I have a warehouse on speed dial,” Kardashian tells The Hollywood Reporter. “Out of my frustration, I thought, ‘How easy would it be if we were just connected to an app that, in a few taps, could get you the product, typically within an hour?'”
The solution manifested quicker than expected: “Well, that’s DoorDash, actually,” Kardashian continues. “[I realized] this would be such a genius idea, so we made it happen. Now, if someone is demanding something from me, I just say, ‘Go to DoorDash. Leave me alone.'”
DoorDash is Skims’ first-ever on-demand delivery partner, effectively revolutionizing the way devotees of the brand are able to get their hands on nonnegotiable, everyday staples (think Seamless Sculpt Brief Bodysuit) and internet-viral, seasonal drops, like the label’s knitwear-forward Alpine Collection release.
Eleventh-hour fashion emergencies happen — from not packing that one pair of compression shorts to realizing you have nothing to wear on the third date, despite an overflowing closet — and Skims is, famously, a problem solver by nature.
“ My friends are all going to a wedding this weekend, and one of them was like, ‘Oh my gosh, I totally forgot to pack [a certain Skims piece] and I can’t get to the store in time.’ DoorDash is the most convenient thing for that,” Kardashian shares.
The 45-year-old reveals another complication she has experienced in her professional life that could’ve easily been avoided with the Skims x DoorDash linkup: “ I was in a fitting, and there was a dress that was really tight, to the point of it flattening my chest. I needed a fuller bra that had padding in it to expand the dress, but I didn’t have it with me because I wasn’t at my house.”
Besides bras, Skims’ core shapewear line is also something she envisions selling with success on DoorDash.
“I wear shapewear under my dresses so that they’re not sheer. If you have a dress and you find out, right before going out, that it’s maybe a little bit more sheer than you imagined, this could be the quickest fix,” Kardashian offers.
Customers can shop over 23,000 SKUs across Skims’ portfolio through DoorDash, and buying them there proves as simple and intuitive as ordering Chef Kim’s Magic Mineral Broth from Goop Kitchen when you’re sick.
Skims’ unexpected landing at DoorDash was announced through a campaign directed by Daniel Sachon, produced by branded content studio OBB Bolded and shot at OBB Studios in Hollywood.
In the ad spot, Kardashian can be seen urgently shopping for Skims push-up bras, nipple bras and other pieces on the DoorDash app: spotting elements of her look that need to be tweaked amidst an already high-stress photoshoot. She’s in pursuit of the perfect shot, after all, and, after a few deliveries, she nails it.
“DoorDash was built on one idea: You should be able to get everything you need in your neighborhood, right now. And increasingly, that’s not just dinner, it’s what you’re wearing to dinner too,” Shanna Prevé, chief revenue officer at DoorDash, says in a press release.
Whether it’s a sculpting savior that you plan on layering under your favorite denim or the Signature Swim Cut Out One Piece that’s going to save the day when none of your swimsuits fit the vibe for the bachelorette weekend (and airport check-in is in three hours), stocking up on Skims has never been more effortless.
Forget what the psychologists told you: Instant gratification is highly encouraged.
Kim Kardashian’s Skims Shopping List for Fall
NikeSkims Matte V-Line 26″ Legging
“ It’s cooler in the mornings here now, so I’ve been wearing our NikeSkims Matte Leggings,” Kardashian tells THR. “I put one of our Skims sweats in a bigger size on top, and I roll [the waistband] down so that you can see the leggings a bit.”
Skims Cotton Fleece Straight Leg Pant
“ I drop off the kids, and when I go to work out, I just take the sweats off,” she adds. “I don’t want to be in a full workout outfit at their school, and the double-layering really does look cute with the leggings.”
Skims Cotton Fleece Logo Classic Hoodie
Other constants in Kardashian’s daily Skims equation? “ A NikeSkims sports bra and one of our hoodies on top.”
NikeSkims Fanny Pack
When she’s ”doing the morning madness, getting the kids out the door, and taking each one to their class,” Kardashian also turns to NikeSkims’ Fanny Pack and Harness Waistpack for staying organized and keeping track of all her must-haves.
English (US) ·