I don’t rate Skims undies but found a Tesco dupe that’s 10 times better – they’re the comfiest I’ve ever tried & cost £3

Initially conceived as a vanity project by Kim Kardashian, Skims has metamorphosed into one of the most sought-after lingerie brands, enlisting high-profile names like Jude Bellingham and Nicola Coughlan.

The brand celebrates bodies of all shapes and sizes, and Nicola's natural curves make her a perfect fit.

Nicola's stunning debut in a floral "goddess" campaign came just days after Jude Bellingham, the 20-year-old England football star, showcased the men’s line.

Kim praised Nicola, saying: "Nicola is such an inspiration on screen and beyond, and she really brought the campaign to life with her undeniable beauty and energy."

Since its 2019 launch, Skims has attracted a star-studded roster including Kate Moss, Usher, and Lana Del Rey.

The brand's value has soared to £3 billion, with a 50% increase in sales last year. Unlike the glitzy allure of premium brands like Victoria's Secret, Skims excels by blending comfort with subtle elegance, bolstered by savvy viral campaigns.

Kim's campaign promoting a faux perky nipple bra sparked diverse reactions. Some women found the £64 bra empowering, while others criticised it for objectifying women. Personally, I found it uplifting—both literally and figuratively.

The £70 Skims waist trainer also proved popular, especially among new mothers. Kim revealed she often gifts it to friends post-pregnancy, praising its ability to make her feel "snatched." Despite health concerns, the corset sold out rapidly online.

Skims has expanded beyond lingerie to include swimwear, dresses, loungewear, PJs, and menswear. The brand’s commitment to inclusivity, featuring a diverse range of celebs and models, resonates with a multi-generational audience.

A notable collaboration with Italian luxury fashion house Fendi in November 2021 further elevated Skims' profile. The limited collection, starting at $950 (£747), sold out within 24 hours, generating over a million dollars in sales within minutes.

In summary, Skims’ success lies in its unique blend of inclusivity, comfort, and clever marketing, ensuring its place as a dominant force in the fashion industry.