If you thought the Kardashians couldn’t garner any more global media coverage after last week’s announcement that Keeping Up The Kardashians is ending after 20 seasons, they’re firmly back in the headlines with new controversy surrounding Kim Kardashian’s shapewear brand.
Over the weekend, Skims, Kim’s shape enhancing undergarment brand, announced the launch of a maternity line. Featuring clip up bras that allow for breastfeeding and mid-thigh body suits, Kim described the line as ‘solutionwear’.
Taking to Instagram, she wrote: “What you’ve been waiting for: @SKIMS Maternity is coming soon! Introducing Maternity Solutionwear™ that offers the best in comfort and support for your changing body during and after pregnancy. “
“I never wore a maternity bra because there was nothing out there so this was really important to me to be able to make one that was so comfortable but also made you feel really good about yourself and made you look good,” revealed the OG reality star.
However, critics were quick to call out Skims for pressuring women to look a certain way whilst pregnant. “You don’t need your shape corrected or hidden. You don’t need an even more awkward obstacle between you and a piss. You just need to try and ride with this miracle and do your best to be as happy/comfortable as is possible within your circumstances. Pregnancy is hard enough, with enough worries already, ” wrote presenter and prominent activist Jameela Jamil on Twitter.
Jameela’s response was quickly followed up by an army of enraged users who called out Kim for being ‘ignorant’. “Pregnancy is already such a difficult and amazing experience, and now you have to worry about looking skinny while you do it?,” wrote one user.
In response to the controversy, Kim took to Instagram to explain the maternity line ‘is not to slim, but to support.’ Posting on Instagram stories, she wrote: “’It provides support to help with the uncomfortable weight being carried in your stomach which affects your lower back – and the compression on the leggings help with pain relief caused by swelling.’ Discussing the struggles throughout her own pregnancy, she continued: “It was something I personally needed when I was pregnant myself.”
Her longtime friend, Chrissy Teigen jumped to Kim’s defence to praise the new line. ‘What’s the big deal?’, stated Chrissy who is currently pregnant with her third child. ‘The reason I love pregnancy shapewear is because it stops all the folds of my vagina and stomach from eating all other times of underwear,’ she revealed during a clip on Instagram.
From last year’s controversy over the brand’s original name, to this year’s maternity line, Kim continues to dominate the headlines.