Kim Kardashian at Harvard Business School: Lessons from the SKIMS Case

When Kim Kardashian posted on Instagram that she had just spoken at Harvard Business School, the news made global headlines. “The class’s assignment was to learn about SKIMS,” she wrote, “so my partner Jens and I spoke about our marketing, our challenges, and our greatest wins. I’m so proud of SKIMS and the thought that it is a course being studied at Harvard is just crazy!!! Thank you Professor Len Schlesinger and @harvardhbs for having us. #BucketListDream.”

Her visit was part of Moving Beyond DTC, an HBS course that explores how direct-to-consumer brands scale and evolve. The featured case study: SKIMS, the shapewear company Kardashian co-founded with Jens Grede. What began as a celebrity-backed startup has grown into a multi-billion-dollar brand studied in one of the world’s most prestigious MBA classrooms.

For MBA applicants, the lesson is clear: SKIMS wasn’t just another celebrity product line. It became an HBS-worthy case in branding, resilience, and execution – the same qualities top business schools expect from applicants.

Why SKIMS Became a Harvard Business School Case Study

HBS faculty, led by Professor Len Schlesinger, selected SKIMS because it represents the modern evolution of consumer brands. Unlike legacy fashion companies, SKIMS grew by blending celebrity influence with rigorous business strategy.

From DTC to Retail – Evolving Beyond Online-Only

SKIMS started as a direct-to-consumer business, building buzz on Instagram and leveraging Kim’s personal brand. But it didn’t stop there. Partnerships with Nordstrom and other retailers showed the company could extend beyond hype-driven drops and achieve mainstream staying power.

Scaling a Billion-Dollar Brand

By 2023, SKIMS was valued at over $3 billion. That kind of growth in such a short time illustrates what HBS wants students to analyze: how companies navigate hyper-growth without collapsing under their own weight.

Cultural Relevance

SKIMS became part of a bigger conversation around inclusivity and body positivity. Its marketing emphasized a wide range of skin tones and body types, making customers feel seen in ways traditional shapewear had not.

MBA lesson: Admissions officers want applicants who can spot opportunities, position themselves effectively, and scale their impact – even in crowded, competitive environments.

How SKIMS Used Storytelling to Build a Global Brand

At HBS, Kim and Jens emphasized that SKIMS’s success wasn’t just about products – it was about story.

Narrative as a Differentiator

SKIMS differentiated itself by presenting shapewear as empowerment rather than concealment. Each campaign reinforced the idea that SKIMS was more than clothing – it was a movement about confidence and inclusivity.

Why Storytelling Matters in MBA Essays

MBA essays work the same way. A list of jobs and achievements won’t resonate unless it’s woven into a compelling narrative. Just as SKIMS crafted a brand that customers could see themselves in, applicants must craft essays that admissions officers can connect with.

MBA lesson: Don’t just present facts – shape a story that’s authentic, memorable, and aligned with your goals.

Turning SKIMS Challenges Into Credibility

Kim’s Instagram caption didn’t just celebrate wins – she mentioned “challenges” too. This honesty is part of what made the HBS session valuable.

Early Controversy – The “Kimono” Backlash

Originally, SKIMS launched under the name “Kimono.” The backlash over cultural appropriation forced a public rebrand. Instead of derailing the company, SKIMS pivoted quickly, proving it could adapt under pressure.

Supply Chain Struggles

Like many fashion companies, SKIMS faced pandemic-era supply chain issues. It had to rework sourcing and manage global logistics without losing momentum.

Scaling Globally

Rapid scaling tested operations – from quality control to customer service. Addressing these challenges helped SKIMS earn credibility beyond celebrity appeal.

MBA lesson: Admissions committees expect obstacles. What matters isn’t perfection – it’s resilience. Applicants should highlight setbacks they overcame and the lessons learned. Those stories, like SKIMS’s pivot, often make the strongest essays.

What MBA Applicants Can Learn from Kim and Jens

Kardashian didn’t lecture at HBS alone. Jens Grede, her co-founder, presented alongside her – a reminder that SKIMS is built on partnership.

Shared Leadership in SKIMS’s Success

Kim provided global reach and cultural influence, while Jens brought operational expertise. Together, they scaled a brand that neither could have built alone.

Collaboration as a Core MBA Skill

MBA programs look for team players who elevate group projects and case discussions. Admissions officers know that leadership often means enabling others to shine.

MBA lesson: Applicants should highlight moments when they collaborated, partnered, or amplified a team – not just times they were in the spotlight.

Why the SKIMS Case Matters for MBA Admissions

The inclusion of SKIMS in the HBS curriculum signals a broader shift in what business schools value.

• Innovation matters: Schools want students who understand how modern brands disrupt industries.
• Culture matters: Programs now study cultural relevance and social impact alongside financial metrics.
• Execution matters: Big ideas don’t mean much without operational follow-through.

MBA lesson: If SKIMS belongs in a Harvard classroom, then cultural entrepreneurship, branding, and storytelling belong in your application too.

Other Pop Culture Case Studies at HBS

SKIMS isn’t the only unconventional case taught at HBS. In recent years, faculty have examined:

• Peloton: Community and churn management.
• Glossier: Scaling a DTC beauty brand.
• Bumble: Navigating growth while shaping conversations about gender.

These cases show that HBS doesn’t just study Fortune 500 firms – it studies culture-shaping businesses.

MBA lesson: You don’t need to work at McKinsey or Goldman Sachs to get into an M7. What matters is the uniqueness and impact of your story.

Implications for MBA Applicants

So what does all this mean if you’re applying to HBS or another M7 school?

• Highlight your narrative: Just as SKIMS created a brand identity, you must create an applicant identity.
• Show resilience: Don’t shy away from discussing setbacks – admissions committees value grit.
• Emphasize teamwork: Collaboration often carries more weight than solo achievements.
• Connect to culture: Show awareness of how your work or goals intersect with broader societal trends.

Your MBA Journey as a Case Study

For Kardashian, speaking at Harvard Business School was a bucket-list dream. For applicants, the real dream is admission – and the SKIMS case offers a blueprint.

If you can combine academic excellence with professional impact, frame your story as clearly as SKIMS framed its brand, and show resilience in the face of challenges, you’ll give admissions committees a reason to say yes.

Just like Kim, you’ll prove that your case study belongs in the classroom.