SKIMS
Project
skims.com redesign
Role
Design Lead
Date
Mid 2024
Stage
Series D
Industry
Apparel
VALUATION
$5B
Introduction
In 2024, Skims had evolved from a shapewear company into a global lifestyle brand — a cultural reference point.
But skims.com hadn't evolved, so the brief from Jens Grede was simple.
Make it sexy.
The redesign spanned the entirety of skims.com, including the homepage, PLP, PDP, filters, navigation, and checkout, across desktop and mobile.
Role
Skims brought me in to lead the redesign across the full surface area of skims.com, working in collaboration with their creative, merchandising, e-commerce and executive teams.
The challenge was to maximize visual change, while minimizing structural cost.
One of the team’s biggest frustrations with the existing site was its inability to properly showcase new campaigns and collaborations when they launched.
The new homepage design served as Skims’ very own digital billboard, putting each of the brand's collaborations center stage as they happened.
Minimal Change, Maximum Impact
The new design centered on 3 changes — featuring videos more prominently, elevating on-model photography to be the default (instead of flatlays), and refining the type system.
In sum, these were low-cost, high impact changes that instantly transformed the overall feel of the site.
Base tokens within the existing atomic design system were changed for maximum impact, with only select organisms and molecules being reworked where the new layout demanded it.
Designed to Scale
The redesign extended the existing atomic system rather than replacing it.
The resulting library enabled the internal design & dev teams to maintain their velocity without slowing down.
Featured items were added to the product grid as opportunties for merchandising to highlight specific products.
The product detail page adopted the same idea, adjusting to maximize the visual impact of Skims' exceptional product photography.
"Incredibly thoughtful."
Jens Grede
Cofounder & CEO, Skims
Before & Afters of the homepage, product landing page (PLP) and product detail page (PDP), across desktop & mobile.
Shaping the Next Chapter
The new skims.com finally gave the brand's world-class campaigns a home, photography room to breathe, and products the same care as the pieces themselves.
The redesign shipped as the foundation for Skims' next phase — a digital experience built to scale across new categories and new markets.
3
Months of Collaboration
9.2M
Monthly Visitors
$700M
Annual Revenue
In collaboration with
Jens Grede
Co-founder & CEO
Emma Lawson
SVP of E-Commerce
Annie Soderstrom
VP of Digital Product
Danya Dargham
Associate Creative Director
Taylor Pozen
Senior Director, Digital Experience
Anthony Mattingly
AI, UX, UI, Digital Product
Jianna Cofini
Digital Product
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