LONDON — Kim Kardashian’s Skims has taken over Selfridges Corner Shop.

That is the brand’s first European pop-up and can run until July 8.

The space is a collaboration with French-Canadian creative director and designer Willo Perron of Perron-Roettinger, featuring diving boards and palm tree structures.

Chin Chin Labs will provide ice cream for shoppers on the Corner Shop.

“Our customers in Europe have been asking for a Skims pop-up experience since we launched our first pop-up two years ago, so I’m thrilled to bring Skims Swim to London for the primary time ever and take over The Corner Shop at Selfridges with our most conceptual pop-up experience to this point,” said Kim Kardashian, cofounder and inventive director of the shapewear brand.

“We have now followers everywhere in the world. As we enter the subsequent phase of Skims retail, I look ahead to connecting with these customers through revolutionary shopping experiences on a world scale,” she added.

In April, Ice Spice made her debut as a Skims model appearing in her very first campaign for the brand.

Skims, founded in 2019, continues to grow, attracting a loyal following (currently 5.1 million people on Instagram) and drawing attention to the larger shapewear industry, at the same time as it expands into other product categories, reminiscent of bras and loungewear. Kardashian has also hinted that she would really like to expand into men’s basics and shapewear, but no date has been set. 

“I’m thrilled to open our first international pop-up experience at the enduring Selfridges Corner Shop. We expect demand and buzz to be high as that is the primary time Skims Swim shall be available in retail outside of the U.S,” said Jens Grede, cofounder and CEO of Skims.

“The pop-up experience will set the tone for the long run of Skims in London, because the cultural and fashion destination is a key marketplace for our global expansion,” he added.