Kim Kardashian West reportedly made millions within minutes when her label SKIMS launched on Wednesday.
According to TMZ, the reality star sold $2 million of product in the first few minutes of the brand's launch. This is reportedly a new record in shapewear sales made in a single day.
The launch of SKIMS was initially delayed by an hour, with the star tweeting, "we want everyone to have the opportunity to purchase and have the best experience! Thank you for your understanding."
One Twitter user replied, "Omg sis. Get it together. I purposefully pushed back a meeting to 10 o’clock so I could purchase my @skims at 9am PST. If I’m unable to get my hands on that leotard I will riot ok."
The shapewear brand had a controversial start. After the original name of KIMONO was announced, Kardashian faced accusations of cultural appropriation.
After asking her followers what the brand should be called, the star revealed a new name of SKIMS.
"I didn't understand that it would've been offensive," Kardashian West told the Today show about the original name, "we ran it by retailers, we ran it by a bunch of people we respected. Everyone seemed to really like the name."
As part of her campaign, Kardashian West enlisted Alice Marie Johnson as a model. Johnson was previously incarcerated for 21 years for a non-violent drug offence, but Kardashian joined the team to campaign for her freedom.
Following her release Johnson said, “I was serving a 25 year sentence without the possibility of parole. Kim saw a video of me. She heard my story. She said, ‘This is so unfair.’ And by the way, I didn’t even know who Kim Kardashian was!”
