Kim Kardashian and her clothing brand, Skims, are under scrutiny after they continued promoting their winter sale on Instagram amid the devastating wildfires in Los Angeles County. These fires, which erupted on Tuesday night, have necessitated the evacuation of over 30,000 residents. Despite the unfolding crisis, Skims proceeded with posts many followers criticized as insensitive.
The controversy began when Skims posted an announcement about their upcoming winter sale only hours after the onset of the Palisades fire. The promotional activity persisted the following day with posts featuring a green sweatsuit and discounts up to 50% off, accompanied by captions encouraging followers to shop. Another post highlighted a Bordeaux Soft Long Slip Dress, promoting wardrobe refreshments at reduced prices.
The response in the comments sections was swift and critical. Many expressed disappointment that neither Kardashian nor Skims had mentioned the wildfires or provided any support information for those affected. Comments ranged from urging the brand to contribute resources to directly assist with relief efforts to critical remarks about continuing to profit during the disaster.
While some defended Kardashian by pointing out that she might be dealing with the tragedy privately, others praised her sister, Khloé Kardashian, for actively sharing fire-related resources and information on her Instagram Story, drawing a stark contrast between the sisters’ responses.
It is not confirmed whether Kardashian personally approved the timing of Skims’ posts. The brand has not yet responded to the backlash or commented on its promotional strategy during the crisis. This situation has sparked a broader discussion on the need for greater sensitivity from companies during community distress.
