Kim Kardashian‘s Skims turns five this fall. The reality star and entrepreneur joined forces with Frame cofounder Jens Grede to launch her shapewear brand.
In 2023, Skims achieved a $4 billion valuation thanks in part to its viral appeal. The brand has tapped A-listers like Paris Hilton, Lana Del Rey and Kate Moss as spokesmodels, generating further buzz for its expanding apparel lines.
Below, WWD looks back at 10 of the most memorable Skims campaigns.
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Addison Rae
In 2020, Skims rang in its one-year anniversary with a campaign featuring TikTok star Addison Rae, Lisa Rinna’s model daughters Amelia Gray and Delilah Belle Hamlin, as well as Kardashian’s close friend and former MTV video jockey Lala Anthony.
Paris Hilton
Amid a new COVID-19 wave in fall 2020, Kardashian and Hilton socially distanced in style, appearing in the first campaign for Skims Velour. Channeling their own 2000s paparazzi pictures, the duo posed in various colorways of the brand’s cozy tracksuits.
“I’m living in sweatsuits right now,” Hilton said in a statement. “The Velour collection is perfect for looking hot while being comfy.”
Kate Moss
Moss, who came to prominence in the ’90s after modeling Calvin Klein briefs, appeared in a 2021 campaign for Skims’ bestselling Cotton and Fits Everybody collections.
“I’ve been a fan of Skims since Day One,” Moss said in a statement. “What Kim is doing with the brand is so fresh and modern, making underwear women actually want and that fits perfectly. I wear it, my daughter wears it — even my mum wears it.”
Megan Fox
Megan Fox famously struck up a friendship with Kardashian’s elder sister, Kourtney Kardashian, after she began dating Blink-182’s Travis Barker. The drummer is close with Fox’s former fiancé, Machine Gun Kelly, with both couples making double dates out of high-profile events like the MTV Video Music Awards.
In a 2021 campaign, Fox and Kardashian celebrated their friendship by posing for Skims, sporting styles from the Cotton collection.
“I love that Skims really understands what women want to wear and that they want to feel sexy, confident and empowered,” Fox said. “I loved being in this campaign with Kourtney; we had so much fun shooting together.”
Former Victoria’s Secret Angels
Kim Kardashian tapped the modeling talents of four former Victoria’s Secret Angels for Skims’ 2022 Icons campaign. It also marked the first time that Candice Swanepoel, Tyra Banks, Alessandra Ambrosio and Heidi Klum appeared in a photo shoot together as the supermodels worked for Victoria’s Secret at different times.
Cardi B
Cardi B made her Skims debut in 2023, modeling new colorways of the label’s Cotton collection. “It’s so sexy and makes me feel snatched yet comfortable while hanging out at home,” the rapper said of the ultra-soft range. “The new styles and colors I wore on set are even better, and I can’t wait to wear them all the time.”
Lana Del Rey
In one of Skims’ most viral campaigns to date, Del Rey posed for the label’s 2024 Valentine’s Day shop. Ahead of her headlining performance at the Coachella Valley Music and Arts Festival, Del Rey channeled her classic Americana aesthetic with help from British photographer and artist Nadia Lee Cohen, who staged the singer in a series of whimsical sets inspired by vintage pin-ups.
The campaign generated nearly $14 million in media exposure according to the data company Launchmetrics, with Del Rey’s own Instagram post earning Skims more than $4 million.
Usher
In a first for Skims, the apparel brand’s website offered an exclusive downloadable version of Usher’s ninth album “Coming Home” following the release of his 2024 Mens campaign. The imagery, which depicts the singer in various styles of Skims’ boxer briefs, debuted just days before his Super Bowl halftime performance.
Sabrina Carpenter
In 2024, “Espresso” songstress Sabrina Carpenter channeled the ’90s in a campaign for Skims’ lacy range of lingerie.
“Skims has so many beautiful underwear styles that I was so excited to wear,” Carpenter said in a statement. “I love both collections, especially the delicacy of the Stretch Lace and the second-skin feel of Fits Everybody. Every piece I wore was super-flattering and so comfortable.”
WNBA Stars
After Skims was announced as the NBA, WNBA and USA Basketball’s official underwear partner in 2023, the brand tapped star athletes Cameron Brink, Candace Parker, Kelsey Plum and Skylar Diggins-Smith for a 2024 campaign. Timed just ahead of the league’s highly anticipated season, the athletes modeled underwear from Skims’ fan favorite Fits Everybody line.
Jude Bellingham
Soccer player Jude Bellingham modeled silhouettes from the Mens Cotton collection in Skims’ latest campaign.
“The opportunity to be featured in Skims Mens latest campaign is incredible. It’s so important for me to have flexibility and comfort when I’m playing and training, or even off-duty, and Skims meets these needs,” Bellingham said in a statement.
Team USA
As the official underwear partner for Team USA, Skims created a patriotic line pegged to the 2024 Paris Olympics. Star athletes including Sunisa Lee and Caeleb Dressel appeared in the campaign.
