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Kim Kardashian’s shapewear empire is stretching into new categories.
The reality star’s Skims brand launched a new collection of bras on Tuesday, featuring a range of styles Kardashian called “the most comfortable bras you will ever wear” in an Instagram video earlier this month.
While the brand also sells bralettes, the fresh drop features a selection of underwire styles, which she called the result of “three years of development,” including a “year of fitting trials and wear tests.”
“I’ve always found bras to be so uncomfortable and constricting,” the 41-year-old shapewear mogul explained in the clip, saying her bra was once “the first thing [she] took off when [she] got home.”
“We started to develop underwire bras because I really wanted to figure out how to blend the comfort and ease of a bralette with the shape and support of an underwire bra,” she added.
In true Skims fashion, the collection also comes on the heels of a headline-making ad campaign starring Brooke Shields, Chelsea Handler, Juliette Lewis, Cassie and more.
Ranging in price from $36 to $54 and in size from 32A to 46DD (with sizes varying by style), the launch includes eight new bras, all in the brand’s signature neutral shades.
Among the offerings? The mesh No Show collection, which is designed to stay invisible under clothing and features the No Show Molded Unlined Balconette Bra ($58) that Shields, 57, and Cassie, 36, both modeled in the campaign.
No Show Molded Unlined Balconette Bra ($58)
Cassie told Page Six Style she had no apprehensions about stripping down for the shoot, saying, “I’ve also come to a place of loving my body for all that it’s done for me and my family and embracing it for what it is. I think that this campaign celebrates that.”
The launch also includes the Weightless Collection, which claims to offer a “braless feel,” and the Naked Collection, which promises a “second-skin” fit.
But with Skims’ history of selling out swiftly, these styles won’t be around for long. Shop fast before your favorites fly off the shelves.
Skims Naked Scoop Tank Bra ($48)
Skims Naked Plunge Bra ($44)
Skims Naked Scoop Bra ($44)
Skims Naked Plunge Tank Bra ($48)
Skims Weightless Scoop Bra ($58)
Skims Weightless Demi Bra ($58)
Skims No Show Molded Unlined Demi Bra ($58)
Skims No Show Molded Unlined Balconette Bra ($58)