Kim Kardashian slammed after ‘tone-deaf’ Skims promotes products instead of addressing LA fires

Critics are calling Kim Kardashian “tone-deaf” after her clothing brand, Skims, promoted its sale instead of addressing the horrific wildfires in Los Angeles this week. Instagram/Kim Kardashian

Kim Kardashian is getting dragged online due to her clothing brand, Skims, promoting products on social media instead of addressing the horrific wildfires ravaging throughout Los Angeles County.

The fashion designer’s company shared several slideshows of images showcasing designs to its official Instagram this week — just hours after the initial Palisades blaze ignited Tuesday night.

“THE WINTER SALE STARTS TOMORROW,” stated one of the posts on Wednesday, as more than 30,000 residents were forced to evacuate their homes.

The clothing company posted promotional images for their winter sale on Wednesday and Thursday. Skims/Instagram The comments sections were flooded with criticism, calling out Kardashian for not sharing resources about how to help those struggling from the blaze. Skims/Instagram

“Set your alarm to shop the first major event of the year with up to 50% off your favorite SKIMS collections,” the company added in the post.

The next day, Skims shared photos of the label’s green sweatsuit, writing, “THE WINTER SALE IS HERE. Shop up to 50% off select best-selling collections and start 2025 looking your best in SKIMS.”

Later that day, Kardashian’s company posted images of its Soft Long Slip Dress in the Bordeaux shade with the caption, “Refresh your wardrobe for less – snag 30% off our viral Soft Lounge dress during winter’s biggest event.”

“How about making a post of resources that’s going on in LA and what Kim and skims is doing to help!!” one person commented on a post Thursday. skims/Instagram “Still trying to make money from people during the horrific fires 🔥,” a second person said of the Hulu star, seen here in April 2024. Getty Images

Fans quickly flooded the comments sections of the posts to point out the “tone-deaf” timing of the promotional content as thousands of people’s homes were burned to dust.

“How about making a post of resources that’s going on in LA and what Kim and skims is doing to help!!” one person commented on a post.

“Still trying to make money from people during the horrific fires 🔥,” a second person chimed in.

One person claimed the posts were ruining the brand. ?Instagram Another suggested the company donate underwear and other clothing to those in need. Kim Kardashian/Instagram

“WHAT ABOUT CALIFORNIA? All you care about is yourself and money! Khloe is the REALEST that’s why I love her SM,” another added of Kim’s sister, Khloé Kardashian, who has been posting resources and information about the wildfires on her Instagram Story this week.

“Post about the fires you folks are ruining the brand,” a third critic suggested.

“@skims who cares about a stupid sale. Pack the money and underwear and get it to people who need help in LA,” a netizen proposed.

Kardashian has yet to post about the fires on her personal account. kimkardashian/Instagram Her Hidden Hills home was not affected by the fires thus far. BACKGRID

“So tone deaf of skims be posting this rn,” another added.

Others, however, defended the “Keeping Up With The Kardashians” alum, 44, and pointed out that the Calabasas native is coping with the tragedy in her own way.

“She’s also in the middle of a traumatic event, have some empathy,” one fan wrote.

The Palisades fire broke out early Tuesday morning. REUTERS At least 30,000 people were ordered to evacuate their homes. AFP via Getty Images

“Y’all shut up this is a business. The show will go on. Kim is grieving and praying for her city just like everyone else,” a second person agreed.

“To everyone hating, did you go to work during the fires? because thats what shes doing.. WORKING,” a third person said.

It’s unclear if Kim personally approved the promotional posts. A rep for Skims did not immediately respond to Page Six’s request for comment.

Despite the backlash, Kim’s family already donated dozens of meals to first responders battling the fire this week, according to an Instagram slideshow posted Thursday.

Several celebrities have already lost their homes in the blaze. Amy Katz/Zuma / SplashNews.com More than 15,000 acres of land have been scorched in the fires. AFP via Getty Images

Skims has been quite charitable in the past and donated $1 million to families in need during the Coronavirus pandemic in 2020.

While Kim’s $60 million Los Angeles mansion has currently been spared from the flames, several celebrities in neighboring areas have lost their homes including her close pal Paris Hilton, Heidi Montag and Spencer Pratt, Leighton Meester and Adam Brody, Anna Faris and more.

Firefighters have been battling the horrific flames, which scorched more than 15,000 acres of land, since Tuesday morning. Los Angeles officials declared a state of emergency in what has been called the most destructive fire in the city’s history.