Kim Kardashian is facing significant backlash online for her clothing brand Skims, which unexpectedly promoted products on social media during the devastating wildfires ravaging Los Angeles County. Just hours after the initial blaze ignited Tuesday night, Skims shared multiple slideshows showcasing their designs on Instagram, sparking widespread criticism for their 'tone-deaf' timing.
One post, which declared, "THE WINTER SALE STARTS TOMORROW," was made on Wednesday, as more than 30,000 residents were forced to evacuate their homes. On Thursday, Skims continued to push promotional content, advertising their winter sale with the caption, "Shop up to 50% off select best-selling collections and start 2025 looking your best in SKIMS.” Later, another post featured the Soft Long Slip Dress with the enticing offer: "Refresh your wardrobe for less – snag 30% off.”
Fans quickly flooded the comments sections of these promotional posts to express their discontent. Critics argued Skims should have addressed the fires instead of selling clothes. One person commented, "How about making a post of resources that's going on in LA and what Kim and Skims is doing to help!!" Another added, "Still trying to make money from people during the horrific fires 🔥." Others advised the brand to redirect resources and support to those impacted by the disasters, urging, "@skims who cares about a stupid sale. Pack the money and underwear and get it to people who need help in LA."
While many expressed outrage, some supporters came to Kardashian’s defense. A few fans argued she is also dealing with the shock of the fires and desiring from some empathy. One supporter noted, "She’s also in the middle of a traumatic event; have some empathy,” echoing sentiments aimed at reminding critics of the often-complex realities celebrities face.
Another defender remarked, "To everyone hATING, did you go to work during the fires? Because that's what she's doing.. WORKING.” They urged others to see the situation through the lens of business necessity, especially amid emotional turmoil. This defense, though passionately stated, failed to fully quell the criticism arising from the juxtaposition of sales promotions against the urgent humanitarian message the nature of the wildfires called for.
Further compounding the critique were actions by Kardashian's sister, Khloé Kardashian, who was actively sharing resources and information about the wildfires on her own Instagram Story, contrasting with the bulk of Kim's promotional focus. Followers began to compare the sisters, highlighting Khloé's proactive approach by dubbing her "the REALEST,” as they called for similar action from Kim.
Despite the growing criticism, it's unclear whether Kim Kardashian personally approved the promotional posts, as her team has not yet released comments to clarify her stance or provide details about potential efforts to assist affected individuals.
The fire situation remains dire, with more than 15,000 acres scorched and officially deemed as one of the most destructive fires seen across Los Angeles County. Firefighters continue to battle the blazes, and local officials have declared state of emergency for the area as multiple locations have already seen significant damage and destruction.
For Kardashian, the public relations fallout from this misstep serves as both cautionary tale and reminder of the weight celebrity brands carry, especially during times of crisis. Balancing business operations with societal responsibilities and the emotional weight of tragedies is no small task. Moving forward, it will be interesting to see how Skims adapts its messaging and brand vision to align more closely with community sentiment and expectations, particularly amid such pressing circumstances.