SKIMS founder Emma Grede responds to backlash over its viral advent calendar

SKIMS founder Emma Grede has addressed the backlash surrounding the brand’s rather underwhelming Christmas advent calendar, and her response suggests she’s not losing any sleep over it.

Via SKIMS

The brand has been having a particularly viral week, although probably not quite the sort of publicity it was hoping for. Its £158 luxury 12-day advent calendar has been getting absolutely roasted online, after influencers shared their unboxings and discovered the box was packed with items including bobby pins, hair ties, headbands and even loose bra straps.

People buying the skims advent calendar for $150 just to get this has me rolling on the floor https://t.co/fZvOhPknTb

— Princess Emilia🧚🏼‍♀️ (@principessaemi) November 6, 2026

People weren’t exactly impressed with what they got for their money, with some even suggesting the whole debacle could be an elaborate marketing stunt.

i’m convinced that the skims advent calendar was shit on purpose for marketing because what do you mean, they sent an email to those who bought the calendar that they can have a $150 refund or can get store credit so that you can buy actual skims products that they wanna sell https://t.co/yC588AYpUt

— Kiara 🐝 (@KiaraGP44) November 8, 2026

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Now, one of the people behind the brand has spoken. Emma Grede, SKIMS’ founding partner and Chief Product Officer, was asked about the controversy by TMZ yesterday.

When questioned about what she had to say to the people criticising the calendar, Emma replied: “Your question is really good. You know, I don’t worry about the haters. It’s a new day.”

 

 

 

 

 

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A post shared by Emma Grede (@emmagrede)

The response comes after SKIMS issued an apology over the backlash, acknowledging that the advent calendar hadn’t lived up to customers’ expectations. The company has also offered full refunds to customers who purchased one, following complaints about the selection of products included.

There has also been some scrutiny of Emma’s comments away from the SKIMS drama, after she sparked a separate parenting debate with her description of herself as a “max three-hour mum” at weekends, during an interview with the Wall Street Journal.

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Featured image via Instagram