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  • The Store From Doodles to Dreams
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    Style & Choices

    SKIMS: Shapewear Brand Taking the World by Storm

    July 28, 2022 /

    I came to SKIMS late. By the time I finally tried it, the brand had already been dissected by every fashion publication, worn by half of Hollywood, and declared a billion-dollar empire by people who track these things. I was not an early adopter. I was someone who watched the noise from a distance for a long time before deciding it was worth finding out what the fuss was actually about. What I found was that the fuss was, for once, entirely justified. I have a complicated history with shapewear. Most women do. The category has a long track record of promising confidence and delivering discomfort: rolling waistbands, digging edges,…

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