The shapewear giant enters Olympic fashion with loungewear and accessories designed for comfort, national pride, and a new era of sports-adjacent style.

As the global sports calendar turns its attention toward the upcoming Winter Games, fashion has already taken its place at the starting line. This week, Skims, fashion brand by Kim Kardashian unveiled its first-ever Team USA Olympics collection, a line of cozy, patriotic loungewear and accessories created in partnership with entity. Timed for the heart of the winter season, the launch signals how Olympic style has expanded well beyond competition uniforms, embracing comfort, lifestyle, and cultural relevance.

The collection arrives at a moment when the boundaries between sportswear, loungewear, and everyday fashion have largely dissolved. Designed for athletes, fans, and anyone seeking warmth during the coldest months of the year, the pieces blend Skims’ signature soft-touch fabrics with unmistakable American motifs. Think relaxed silhouettes in cream, navy, and muted red, accented with subtle flag-inspired detailing rather than overt graphics.

According to the brand, the goal was to create apparel that athletes could wear while traveling, training off the ice, or unwinding in Olympic villages — without sacrificing style. For consumers, the appeal lies in the same promise: elevated comfort that still feels connected to one of the world’s most powerful sporting symbols.

Unlike traditional Olympic merchandise, which often leans heavily into logos and bold colors, Skims’ approach is restrained. Hoodies, joggers, ribbed tanks, socks, and wrap-style layers focus on texture and fit, allowing the patriotic elements to feel modern rather than costume-like. Accessories such as blankets and compact travel essentials extend the collection’s lounge-first philosophy.

The collaboration also underscores how deeply fashion brands are investing in the Olympic narrative. The Winter Games, hosted this cycle in Italy under the banner of the entity, offer a global stage not only for athletic excellence but for storytelling around national identity and lifestyle branding. For Skims, aligning with Team USA reinforces its evolution from a shapewear startup into a full-spectrum apparel powerhouse.

Industry analysts note that Olympic partnerships have shifted in tone over recent years. Rather than focusing solely on performance gear, brands are increasingly targeting what athletes wear before and after competition — moments that resonate strongly on social media and in broadcast coverage. Skims’ minimalist aesthetic is well-suited to this shift, offering camera-ready looks that still prioritize comfort.

The launch also reflects broader consumer trends. Demand for premium loungewear remains strong, particularly during winter, as buyers seek pieces that work equally well at home, on flights, or layered under outerwear. By anchoring the collection in national pride without seasonal expiration, Skims positions the line as wearable well beyond the Games themselves.

While pricing sits above standard fan merchandise, the brand is betting that its reputation for quality and fit will justify the premium. Early reactions on social platforms suggest strong interest, especially among younger consumers who view Olympic affiliation as a cultural statement rather than purely a sports one.

As anticipation builds toward the opening ceremonies, the Team USA x Skims collection illustrates how the Olympics continue to evolve as a fashion moment. Long before medals are awarded, the conversation has already shifted to how athletes and fans alike will look and feel along the way — wrapped in softness, subtle stars and stripes, and the promise of comfort in the cold.