Kim's Skims: Selling Identity in London In a city where cultural homogenization has become the norm, Kim Kardashian's latest venture, Skims, landed on Regent Street like a gentle breeze from LA.
The first physical store in Europe for her underwear brand is an experiment worth watching, not just because of its impact on the British high street but also because it speaks to the complex web of identity and consumption that defines our era.
Skims' arrival in London coincides with the pervasive influence of celebrity culture. Kim Kardashian's status as a global icon is unmatched, her brand name synonymous with luxury and exclusivity.