EXCLUSIVE: Skims’ New Chief Merchandising Officer Comes from Levi Strauss & Co.

Skims has appointed a new chief merchandising officer.

The intimates, loungewear and shapewear brand cofounded by Kim Kardashian and Jens Grede in 2019 has named Dawn Vitale to the role. She most recently served as chief merchandising officer for Levi Strauss & Co.’s flagship brand.

Prior to that, she worked at PVH Corp. where she served as Tommy Jeans’ vice president, and head of merchandising for Calvin Klein Jeans International.

“We are thrilled to welcome Dawn as our new chief merchandising officer,” said Grede, who is also Skims’ chief executive officer. “Her deep understanding of both data and design, combined with a passion for elevated product experiences, makes her the ideal leader to help Skims evolve its core offering while expanding thoughtfully into new categories and markets.”

Skims, which was valued at $4 billion during its last capital raise in 2023, signed a 10-year lease earlier this year in London, which followed the opening of its New York flagship in 2024.

“I’m honored to join Skims, a brand that has redefined innovation in fashion,” Vitale said. “I’m excited to build on its strong foundation by advancing the merchandising vision, developing product assortments that connect deeply with consumers and helping shape the brand’s next phase of global growth.”

That phase of growth entails other new territories for the brand, including beauty. In March, Skims acquired Skkn by Kim from Coty Inc. and Kardashian. On Monday, the company revealed it had hired Ami Colé founder Diarrha N’Diaye to lead product development and brand strategy for the category.