The Body as Brand: How SKIMS and Beyond Are Redefining Commodification and Identity
Nearly $4 billion. That’s the estimated valuation of SKIMS, Kim Kardashian’s shapewear and clothing company, as of 2023. But the numbers only tell a fraction of the story. SKIMS isn’t just selling garments; it’s selling a meticulously curated, and increasingly fragmented, version of the human body itself – and pioneering a new era of commodification that’s poised to reshape how we perceive ourselves and each other.
From Shame to Shelf: The Repackaging of the Body
SKIMS’s success hinges on a provocative strategy: taking aspects of the body historically subjected to shame, regulation, and intense scrutiny – like postpartum bodies, perceived imperfections, and even, notably, pubic hair with the introduction of the merkin – and transforming them into desirable commodities. As Ruby Thelot, a professor of design and media theory at NYU, points out, this process creates a “self-made Frankenstein image,” where individual body parts are detached from their original context and repurposed as aesthetic symbols. This isn’t simply about body positivity; it’s about body capitalism, where even traditionally stigmatized features become marketable assets.
The Rise of the ‘Decorticated’ Body
Thelot’s observation about “decorticating” body parts is crucial. By removing these features from the lived experience of a whole person, SKIMS and similar brands present them as isolated elements, ripe for consumption and aspiration. This resonates deeply in our highly visual culture, where images often eclipse reality. The implication is that you don’t need *to have* the perfect lips or butt; you can *acquire* the illusion of them through products and filters. This trend extends beyond shapewear. Consider the booming cosmetic surgery industry, the proliferation of face-altering filters on social media, and the increasing popularity of digital avatars – all contributing to a world where the body is increasingly malleable and performative.
Beyond Aesthetics: The Commodification of Identity
The commodification isn’t limited to physical attributes. Brands are increasingly tapping into identity itself. SKIMS’s marketing often centers on inclusivity and empowerment, but critics argue this is a strategic move to broaden its appeal and capitalize on social movements. This raises a critical question: at what point does celebrating diversity become exploiting it for profit? The line is becoming increasingly blurred, and consumers need to be aware of the underlying dynamics at play. This is a key aspect of the broader discussion around the business of self-image.
Future Trends: The Metaverse and Beyond
The trend of body commodification is only likely to accelerate with the rise of the metaverse and Web3. Imagine a future where you can purchase and customize digital body parts for your avatar, creating an idealized version of yourself that exists solely in the virtual realm. NFTs could represent ownership of specific body features, allowing users to trade and collect them like digital assets. This raises profound ethical questions about identity, authenticity, and the potential for further fragmentation of the self.
The Data-Driven Body
Another emerging trend is the use of biometric data to personalize products and experiences. Companies are already collecting data on our body shapes, skin tones, and even emotional responses to tailor their offerings. In the future, this data could be used to create hyper-personalized products that cater to our individual needs and desires, further blurring the lines between the physical and digital worlds. This also opens the door to potential privacy concerns and the risk of algorithmic bias. The concept of personalized medicine offers a glimpse into this potential.
The Rise of ‘Body Hacking’ as Mainstream
What was once considered fringe – biohacking, genetic editing, and radical body modification – is slowly creeping into the mainstream. As technology advances and becomes more accessible, we may see a growing number of people experimenting with ways to enhance their physical and cognitive abilities. This could lead to a new era of human evolution, but also raises concerns about equity, safety, and the potential for creating a genetically divided society.
The SKIMS phenomenon isn’t just about selling underwear; it’s a harbinger of a future where the body is increasingly viewed as a canvas for customization, a source of profit, and a commodity to be bought and sold. Understanding these dynamics is crucial for navigating the evolving landscape of identity, self-perception, and the very definition of what it means to be human. What role will you play in shaping this future?
