Skims has named Dawn Vitale as its new chief merchandising officer, adding a seasoned global merchandising force to its senior leadership team as the brand sharpens its category strategy and international expansion roadmap.
In her new role, Vitale will lead global merchandising, driving innovation across core categories, refining assortments, and building elevated product experiences a key priority for the brand co-founded by Kim Kardashian. She joins Skims from Levi Strauss & Co., where she served as vice president before being elevated to chief merchandising officer for Levi’s.
Vitale’s industry journey spans multiple iconic fashion businesses, including leadership roles at PVH Corp. — where she was vice president of Tommy Jeans and head of merchandising for Calvin Klein Jeans International, based in Amsterdam — and earlier merchandising experience at Gap Inc. Her track record reflects a deep understanding of consumer behavior, data-driven product strategy and global brand scaling.
Vitale echoed the excitement, calling the role an opportunity to further strengthen a brand that has “redefined innovation in fashion,” and to develop product assortments that speak to global audiences while shaping Skims’ next chapter of growth.
The appointment comes at a time when the Los Angeles-based brand is actively scaling its global product organisation and follows the headline-making launch of NikeSkims, the newly unveiled joint apparel brand by Nike and Skims in September.
