Kim Kardashian's shapewear line made $2 million in 10 minutes, but is it just another celebrity gimmick?

If you’ve been keeping up with the Kardashians, you’ll know that the family’s most famous namesake has just launched a new business venture. Last week, Kim Kardashian released her long-awaited shapewear line, which, according to reports, made $2 million (Dh7.3 million) in 10 minutes.

It’s unsurprising really that Kardashian West decided to cash in on the curves that have helped to make her famous. When her youngest sister Kylie Jenner did the same with her most talked about asset – her famously plumped lips – she became the world’s youngest-ever billionaire. But does Skims Shapewear have the same potential, or is it just another celebrity gimmick?

There has been much said about the Kardashian family’s impact on women’s body image. Earlier this year, 38-year-old Kardashian West was widely criticised for wearing a corset so small to the Met Ball, she had to re-learn how to breathe.

It was an extreme move, and one that was hailed as dangerous by many who accused the reality star of adding to impossible beauty standards for women.

She has not always got things right, but what Kardashian West has done with Skims is admit that, more often than not, her body is given a supportive boost from shapewear. And that’s OK.

"I rely on solutionwear to accentuate and enhance my body, shape, and silhouette," Kardashian West said in a statement. "As my style changed and evolved, I found myself altering existing shapewear to work specifically for each look that I was going for. I knew I wasn't alone in looking for the perfect shapewear and was inspired to turn my passion into something real that works for every body type."

Refreshingly, she has used those many different body types in her marketing campaign for Skims. And, more importantly, the line is opening up the option of shapewear to women of all skin tones, should they want to take it. Unlike the traditional nude and black options typically available for women’s shapewear, Skims come in nine shades, ranging from sand, mica, and clay to ochre, sienna and oxide.

Days after the launch, more than half of the range – which includes full bodysuits, shorts, briefs, bras and bandeaus – is sold out, and social media is flooded with happy customers who are feeling comfortable and confident in clothes. After not always contributing positively to women’s body image in the past, it’s nice to see Kardashian West do something to boost women’s confidence.