Emma Grede on Building Skims, Social Media Style, & Self Confidence

Emma Grede knows exactly what women want. In this episode of “The Good Buy,” the entrepreneur, fashion designer, and new author sits down with Harper’s BAZAAR to discuss the purchases that shaped her life— from saving up for her first Gucci thong in East London (and yes, she wore it on the outside) to her investment in brands like Skims and Good American that have changed how millions of women get dressed. From her early days as a 26-year-old CEO to now leading billion dollar brands, Emma is living proof that fashion is more than just clothes— it’s a reflection of confidence, identity, and impact. Watch as she reflects on her infamous denim collection, how she maintains her signature minimalist style, and the importance of living for—and dressing for— now.