‘The world is so chaotic,’ says Kim Kardashian over the phone from LA, ‘so I always wanted my home to feel really simple and warm’. In the Kardashian universe, beauty requires an almost bureaucratic devotion to maintenance through fittings, lighting, hair extensions, shapewear, cosmetic procedures and the like. I wanted as much of the materiality from my home in the store’ Kim Kardashian‘I love shapewear,’ she says. De Cárdenas sees that playfulness as evidence that Skims has begun to acquire an identity beyond Kardashian herself. As a result, the Skims store feels very different from the conventional lingerie boutique.