Women’s apparel has always been a business of creativity. Since the marriage of early marketing principles and mass production brought about by the Industrial Revolution, the women’s apparel ball game has become way more than just your quintessential sundress.
While some brands have certainly made their mark by setting the trend—influencing what is desirable to wear—there are much more notable brands that place a quiet ear to the door, listening for what women actually want.
This Women’s Month, one brand stands out—not by shouting its allegiance to women, but by weaving it into its very DNA: Skims.
Most people know Skims as the $4B shapewear empire co-founded by Kim Kardashian. And sure, having a cultural icon at the helm doesn’t hurt. But if you think Skims’ success is just a byproduct of celebrity clout, you’re missing the bigger picture.
Let’s break down the anatomy of the New-Gen Woman and how Skims has mapped every inch of it to create one of the most culturally relevant brands of the decade.
The Anatomy of the New-Gen Women
Skims didn’t follow the typical playbook of women’s apparel—preying on insecurities to sell products. Instead, it sought to do something different: understanding women at their core. While inclusivity alone can be a powerful marketing angle, pulling it off requires more than just good intentions, it demands an exceptional understanding of women’s anatomy.
Skims mastered the anatomy of the modern woman: what she wants, what she needs, and how she wants to feel. And if you’re a marketer, there’s no better case study for how to build a brand that speaks to today’s women.
At its core, Skims has mapped out the three essential pillars of the modern woman: The Skin, The Heart, and The Legs.
The Skin: Comfort as the Foundation
Shapewear has long been the kind of clothing that looked good but felt anything but. A general consensus I’ve observed is that many women share the same sentiment. Early shapewear squeezed, pinched, and restricted, often sacrificing comfort for an aesthetic silhouette.
Instead of following the trend, Skims dictated its own path by making comfort the starting point, not the afterthought.
“It Fits Everybody" collection became a viral hit because it wasn’t trying to force women into a certain shape—it adapted to every body type like a second skin. Pair that with nine nude tones that actually match a diverse range of skin colors, and you get a product that makes every woman feel like the brand was made just for her.
This insight has led to thousands of TikTok and YouTube videos from women themselves that showed off its stretch, softness, and fit. Authentic and unscripted marketing straight from the women who wear it.
The Heart: Emotional Connection Over Perfection
Campaigns like the “I Wear Skims” placed body positivity for real women at the heart of its brand. It placed pregnant women, older women, plus-size women, and athletes front and center—without airbrushing out stretch marks or cellulite.
So, while most brands are preaching inclusivity, Skims went the extra mile and showed it. That’s because Skims understands that women want to feel represented, not just marketed to.
Even Kim Kardashian shares behind-the-scenes moments of her wearing Skims daily, breaking down the idea that shapewear is only for special occasions. Its blend of aspiration and relatability makes women trust the brand beyond just corporate rhetoric.
The Legs: Digital-First Mastery
The New-Gen Woman lives online—and Skims meets her there, every step of the way.
Instead of relying on traditional ads, Skims built its entire brand on social media hype. Limited drops, TikTok influencer reviews, and Instagram comment interactions made the brand feel more like a community than a company.
This showcases that Skims listen. Customer feedback shapes everything—from adding more inclusive sizing to tweaking designs based on what women actually want.
As we can see at the heart of Skims' success is a simple truth: women want to feel seen, not sold to. The brand has dissected every layer of what makes the New-Gen Woman tick—her desire for comfort, emotional connection, and digital-savvy experiences, and turned those insights into a playbook for winning women’s loyalty.
Of Course, Nike Wants In
Even industry giants like Nike know that cultural relevance isn’t guaranteed. Despite its dominance in performance wear, Nike has struggled to engage Gen Z and Millennial women the way Skims has.
The Nike x Skims partnership goes beyond just debuting its collection this spring—it’s a long-term play, with global expansion already set for 2026.
With this, Nike gets access to an untapped emotional equity Skims has built: a deeply engaged female audience. It’s an admission that understanding women matters more than brand size or legacy.
So, what can brands — big or small — learn from Skims?
Be the blueprint, not the afterthought.
Don’t wait to see what women want, show them you already know. Skims anticipated their needs and made it the foundation of the product itself. Now, the brand has even expanded to swimwear, setting new standards for what every woman can expect.
Solve problems first, sell later.
Before Comfort, fit, and inclusivity are considered marketing angles, they are first the product story. Skims showed that self-love isn't about squeezing into someone else's standard but embracing every curve exactly as it is.
Social proof isn’t optional.
Skims turned its customers into its best marketers by letting the product speak for itself. If women aren’t showing off your product on TikTok or Instagram, your campaign isn’t finished—it’s just an ad.
Scarcity sells.
Drops create desire in a way discounts never can. Skims' limited-edition collections spark conversations and build anticipation.
Align with culture, not just clout.
collaborations should reinforce your brand’s DNA, not just boost your follower count. Nike partnered up with Skims because both brands understand how women want to feel.
The Blueprint is Here for You
Skims is by no means a perfect brand. But what makes it unstoppable is how deeply it understood women, almost like decoding the anatomy of the modern woman.
And this wasn’t just about the classical idea of womanhood—it was about the new-gen woman— digitally savvy, hyper-aware, and often skeptical of whether brands genuinely care about empowerment.
Skims took timeless insights into what women truly want and adapted them to the modern age, creating a pristine image of the modern woman without forcing the message.
For any brand trying to make its mark today, this kind of cultural intuition is absolutely essential. But with the fast-paced movement of technology and culture, keeping up can feel like running on ice.
I believe that every brand has the potential to tap into this kind of cultural intuition. And that’s one of the reasons why I made Jumper Media. Our social media management service is more than just posting content—we work as your intimate partner in understanding your audience.
With over 4,000 businesses helped, we've seen firsthand how the right story can make a brand not just seen—but remembered.
Let’s talk about how Jumper Media can help you become the brand your people can’t stop talking about.
