Kim Kardashian‘s new shapewear line SKIMS is a hit.

After rebranding the company following backlash over its previous name, Kimono, the 38-year-old reality star finally launched the collection on Tuesday, raking in millions in a matter of minutes.

According to TMZ, SKIMS made $2 million in the first few minutes of the site going live, with almost every single product selling out.

Those first-day sales figures are reportedly unprecedented for the shapewear and underwear industry. SKIMS’ direct competitor Spanx, for example, made $4 million within its first year of business.

For the brand’s debut campaign, the mother of four enlisted her four famous sisters to model the designs alongside Alice Marie Johnson, whom Kardashian helped get out of prison, and 25 other real women, who will speak to how SKIMS “empowers them to feel the best versions of themselves.”

 

[Source: TMZ.com]