Kim Kardashian’s translucent Margiela mask at the 2025 Academy Museum Gala was more than a fashion statement; it was a ‘last-minute’ yet deeply ‘Skims-y’ move that highlights her innovative brand philosophy and commitment to challenging conventional beauty standards, connecting to her past masked ensembles and recent controversial product launches.
In the ever-evolving theater of celebrity spectacle, few understand the art of a grand entrance quite like Kim Kardashian. Her appearance at the 2025 Academy Museum Gala on Saturday, October 18, in Los Angeles was a masterclass in performance and personal branding, culminating in a fashion choice that immediately commanded global attention: a full face covering.
Kardashian, 44, graced the annual benefit in a stunning strapless, tan Maison Margiela Couture gown. The ensemble was a vision of avant-garde elegance, featuring a structured corset bodice, dramatically billowing sleeves, and an intricate cascade of diamond-and-emerald statement necklaces. Yet, it was the translucent face mask, completely concealing her carefully applied glam, that truly defined the look.
The Margiela Moment: A ‘Last-Minute’ Masterstroke
Speaking to Variety on the red carpet, Kardashian playfully described the mask as “a last-minute thing,” despite having flown in her renowned makeup artist, Mario Dedivanovic, from New York. “You know I love Margiela, so here we are,” she stated, underscoring a deliberate connection to the esteemed fashion house and its designer, Glenn Martens, whose original “vision” for the gown included both the mask and necklace.
This seemingly spontaneous decision, however, reveals a deeper strategic understanding of fashion as a form of performance art. It’s a calculated move that ensures maximum impact and aligns seamlessly with her personal brand.
Behind the Veil: Comfort and Continuity
Addressing the practicalities of wearing such an audacious piece, Kardashian confirmed that she had her “full hair and makeup done” underneath the mask, which she planned to remove upstairs for dining. She also preemptively ate before the event to avoid any inconvenience, ensuring she was “ok, but I can see.” When Variety reporter Marc Malkin inquired about the temperature beneath the mask, she confirmed she was “feeling cool and totally fine.”
This wasn’t Kardashian’s first foray into face-covering fashion. She drew a direct parallel to her equally iconic 2021 Met Gala all-black Balenciaga outfit, which featured an even more opaque mask. “This one does look very Skims-y,” she noted, highlighting how the translucent nature of the Margiela design resonated with the aesthetic of her own hugely successful shapewear brand.
Skims’ Disruptive Vision: From Shapewear to Social Commentary
Founded in 2018, Skims quickly rose to prominence for its inclusive range of neutral-colored bodysuits and undergarments, revolutionizing the shapewear industry. However, the brand’s philosophy extends beyond mere functionality, often venturing into provocative territory that challenges conventional beauty standards and sparks dialogue.
The “so Skims-y” comment about the Margiela mask is particularly telling. It connects Kardashian’s high-fashion choices directly to her brand’s identity, which thrives on breaking norms and generating conversation. Her aesthetic, both personal and professional, consistently pushes boundaries, transforming fashion into a platform for commentary.
The Viral Edge: Faux Hair Panty and Face Wraps
Recent Skims launches perfectly exemplify this disruptive approach. The company went viral earlier this week with its Faux Hair Panty, a line of G-strings featuring fake hair affixed to the front, humorously dubbed “merkins.”
Kardashian revealed to Variety the inspiration for these unique thongs: “There was a shoot, and someone wanted to have hair down there once. I was like, ‘Couldn’t this just be easy and have it on a thong?’ So, we made that happen. I had no idea that it would [gain such] a reaction and it would sell out in a few minutes.”
Beyond the “merkins,” Skims also introduced a Face Wrap this summer, designed to cover the jawline and part of the chin, boasting sculpting fabric and collagen yarns for jaw support. These innovative yet sometimes controversial products demonstrate Kardashian’s commitment to continually surprise her audience and expand the definition of personal care and adornment.
As Kardashian quipped about Skims’ diverse offerings: “We have our nipple bra, we have our butt and hip shapewear [and] we have our merkins, you know? Who knows what we’ll surprise you with.”
The Enduring Spectacle of Kim Kardashian
Kim Kardashian’s choice to wear the Margiela mask, alongside her audacious Skims product launches, highlights a consistent strategy: leveraging fashion and personal style as powerful tools for cultural engagement and brand narrative. Each bold decision generates widespread conversation, keeping her at the forefront of public discourse.
Her ability to transform a red carpet appearance into a commentary on identity, self-expression, and even the future of fashion is unparalleled. Whether through a couture mask or a viral undergarment, Kardashian masterfully orchestrates moments that blend high fashion with mass appeal, cementing her status as a formidable force in both entertainment and entrepreneurship.
