Kim Kardashian's silence on wildfires raises eyebrows amid Skims promotion

Kim Kardashian and her clothing brand, Skims, are facing backlash online after posting promotional content during the devastating wildfires in Los Angeles County. The wildfires, which have forced over 30,000 residents to evacuate their homes, ignited on Tuesday night. Despite the ongoing crisis, Skims shared multiple Instagram posts promoting its winter sale, sparking criticism from fans and followers who deemed the timing "tone-deaf."

One of the posts announced, "THE WINTER SALE STARTS TOMORROW," just hours after the Palisades fire began. The next day, the brand continued its promotional efforts, sharing images of a green sweatsuit with the caption, "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, another post featured the Soft Long Slip Dress in Bordeaux, urging followers to "refresh your wardrobe for less."

The comments sections of these posts were quickly flooded with criticism. Many users expressed disappointment that Kardashian and her brand did not address the wildfires or share resources to assist those affected. One person commented, "How about making a post of resources that's going on in LA and what Kim and skims is doing to help!!"

Another added, "Still trying to make money from people during the horrific fires." Some even suggested the company take action, with one user proposing, "Pack the money and underwear and get it to people who need help in LA."

Critics call out Kardashian's "tone-deaf" marketing

Amid the backlash, some fans defended Kardashian, arguing that she might also be coping with the tragedy in her own way. "She's also in the middle of a traumatic event, have some empathy," one supporter wrote. Another added, "To everyone hating, did you go to work during the fires? Because that's what she's doing... WORKING."

While Kardashian has not personally posted about the wildfires on her account, her sister Khlo Kardashian has been actively sharing resources and information on her Instagram Story. This led one commenter to praise Khlo as "the REALEST," contrasting her actions with Kim's.

It remains unclear whether Kardashian personally approved Skims' promotional posts. A representative for the brand has yet to respond to inquiries about the situation. Meanwhile, critics continue to call for more sensitivity from the company during such a devastating time for Los Angeles residents.