Kim Kardashian's shapewear empire Skims promotes Tracy Nguyen to chief communications officer, elevating the communications veteran who joined the brand less than a year ago as executive vice president of communications and entertainment.
Nguyen's ascent reflects Skims' continued expansion beyond its core business. Her promotion signals the brand's commitment to strengthening its public-facing strategy as it scales into new categories and eyes international markets. Skims has aggressively diversified from shapewear into loungewear, activewear, and swimwear while building a celebrity roster that extends far beyond Kardashian herself.
The timing matters. Skims secured a $4 billion valuation in 2021 and has since pursued retail partnerships and direct-to-consumer dominance. A chief communications officer manages brand narrative during growth phases like these. Nguyen's background in entertainment and communications positions her to handle the complex relationship between celebrity endorsement, product strategy, and media relations that defines modern luxury-adjacent brands.
Her previous roles likely included crisis management and brand positioning work. At Skims, she now oversees how the company presents itself to investors, media, retailers, and consumers. This includes controlling messaging around product launches, celebrity collaborations, and corporate strategy.
The promotion underscores Skims' maturation as a business. When brands move from founder-driven messaging to dedicated communications leadership at the C-suite level, they signal professionalization. Kardashian built Skims on her personal brand and social media reach, but sustained growth requires institutional expertise. Nguyen's elevation to CCO places communications strategy at the center of executive decision-making.
For context, shapewear and intimates have transformed into lifestyle categories over the past decade. Brands like Spanx and ThirdLove elevated the category beyond functional basics. Skims added celebrity cachet and