Kim Kardashian’s shapewear empire hits Target while the indie romantic brand expands its cult following beyond the internet.
Skims is doing what every premium DTC brand eventually dreams about: infiltrating the checkout lane. The Kardashian-backed shapewear and loungewear label is launching at Target, marking its first major brick-and-mortar partnership with a mass retailer. The move signals a shift in how the brand views accessibility. After years of positioning itself as a premium digital-first operation, Skims is betting that everyday shoppers want its smooth-everything aesthetic without the premium price tag or website waiting list. The collab includes core silhouettes alongside Target-exclusive pieces, turning the collaboration into something more than just a token “celebrity brand at retail” moment.
Meanwhile, LoveShackFancy is building the opposite empire. The brand, known for its maximalist romantic aesthetic of ruffles, florals, and sheer abandon, is expanding beyond its devoted social media following. Where Skims emphasizes the invisible (shapewear, seamless basics), LoveShackFancy wants every piece to announce itself. The collab represents the brand’s continued bet that a generation of shoppers has grown tired of minimalism’s stranglehold on contemporary fashion and is ready to embrace unapologetic femininity and pattern clashing. This isn’t about accessibility in the Skims sense; it’s about reaching customers who already get the vision but haven’t found a home yet.
What separates these collabs from the usual celebrity collaboration playbook is their fundamental honesty. Skims isn’t pretending to be luxury at Target prices. LoveShackFancy isn’t watering down its aesthetic for a broader audience. Both brands are simply expanding their distribution to meet their actual audience where they already shop, whether that’s a superstore or specialty retail. That directness, more than any influencer post, is what makes this week’s announcements feel like something other than manufactured hype.
