Kim Kardashian's Skims celebrates its fifth anniversary this fall, and the reality TV star and entrepreneur teamed up with Frame co-founder Jens Gredde to launch the shapewear brand.
In 2023, Skims was valued at $4 billion thanks in part to its viral popularity. The brand has tapped A-list stars like Paris Hilton, Lana Del Rey, and Kate Moss as spokesmodels to generate additional buzz for its expanding clothing line.
Below, WWD looks back at 10 of Skims' most memorable campaigns.
Addison Rae
Addison Rae from Skims.
Skim
In 2020, Skims marked its one-year anniversary with a campaign featuring TikTok star Addison Rae, Lisa Rinna's model daughters Amelia Gray and Delilah Belle Hamlin, and Kardashian's best friend and former MTV video jockey Lala Anthony.
Paris Hilton
Paris Hilton and Kim Kardashian in Skims.
Skim
In fall 2020, amid a new wave of COVID-19 cases, Kardashian and Hilton stylishly socially distanced themselves in the first-ever Skims Velour campaign, posing in different colors of the brand's cozy tracksuits, reminiscent of paparazzi photos of themselves in the 2000s.
“I'm currently living in sweatsuits,” Hilton said in a statement. “The Velour collection is the perfect way to feel comfortable and look sexy.”
Kate Moss
Kate Moss in Skims.
Skim
Moss, who rose to fame as a Calvin Klein briefs model in the '90s, appeared in Skims' 2021 campaign for its best-selling “Cotton” and “Fits Everybody” collections.
“I've been a fan of Skims from the beginning,” Moss said in a statement. “What Kim is doing with the brand is so fresh and modern, making underwear that women really want and that fits perfectly. I wear it, my daughter wears it, my mom wears it.”
Megan Fox
Megan Fox and Kourtney Kardashian in Skims.
Skim
Megan Fox has famously grown close with Kardashian's sister, Kourtney Kardashian, since she began dating Travis Barker of Blink-182. The drummer is also close with Fox's ex-fiancé, Machine Gun Kelly, with the two couples often double-dating at high-profile events like the MTV Video Music Awards.
For the 2021 campaign, Fox and Kardashian celebrated their friendship by posing wearing styles from Skims' Cotton collection.
“I love that Skims really understands what women want to wear and how they want to feel sexy, confident and powerful,” said Fox. “I was so excited to be a part of this campaign with Courtney and we had so much fun shooting it together.”
Former Victoria's Secret Angel
Candice Swanepoel, Tyra Banks, Heidi Klum and Alessandra Ambrosio in Skims.
Skim
Kim Kardashian has enlisted four former Victoria's Secret Angels for Skims' 2022 Icons campaign, and it marks the first time that the supermodels — Candice Swanepoel, Tyra Banks, Alessandra Ambrosio and Heidi Klum — have appeared in a photo shoot together, as they all worked for Victoria's Secret at different times.
Cardi B
Cardi B of the Skims.
Skim
Cardi B made her Skims debut in 2023, modeling new colors from the label's Cotton collection. “It's so sexy and makes me feel both intoxicated and comfortable while lounging at home,” the rapper said of the super-soft collection. “The new styles and colors I wore in the shoot are even more amazing and I can't wait to wear them all the time.”
Lana Del Rey
Lana Del Rey from The Skims.
Skim
In one of Skims' most talked-about campaigns to date, Del Rey posed in the label's Valentine's Day 2024 store. Ahead of her headlining performance at the Coachella Valley Music and Arts Festival, Del Rey enlisted British photographer and artist Nadia Lee Cohen to channel her classic Americana aesthetic. Cohen directed Del Rey in a series of whimsical sets inspired by vintage pin-up photography.
The campaign generated about $14 million in media exposure, according to data firm LaunchMetrics, and Del Rey's own Instagram posts generated more than $4 million in revenue for Skims.
Usher
Usher from Skims.
Skim
In a first for Skims, the clothing brand's website offered an exclusive download of Usher's ninth album, “Coming Home,” following the announcement of its 2024 men's campaign. The image, which features Usher wearing various styles of Skims boxer briefs, debuted just days before the Super Bowl halftime show.
Sabrina Carpenter
Sabrina Carpenter from Skims.
In 2024, “Espresso” singer Sabrina Carpenter channeled the '90s in a lacy lingerie campaign for Skims.
“Skims has so many beautiful lingerie styles that I was so excited to try them on,” Carpenter said in a statement. “I love both collections, but especially the intricacy of the stretch lace and the second-skin feel of Fit Everybody. Every piece was flattering and so comfortable.”
WNBA Stars
Cameron Brink of Skims.
After being announced as the official underwear partner of the NBA, WNBA and USA Basketball in 2023, Skims has tapped star athletes Cameron Brink, Candace Parker, Kelsey Plum and Skylar Diggins-Smith for its 2024 campaign. Just before the leagues' highly anticipated season, the athletes donned underwear from Skims' fan-favorite Fits Everybody line.
Jude Bellingham
Jude Bellingham from Skims.
Katia Rahlwes
Footballer Jude Bellingham models silhouettes from Skims' men's Cotton collection in the latest campaign.
“The opportunity to be featured in Skims Men's latest campaign is fantastic. Flexibility and comfort are so important to me while playing, training and off the court and Skims delivers on that need,” Bellingham said in a statement.
