Shaping Fame: How Skims Redefined Celebrity Collaboration
Kim K Knows Shapewear… And Her Audience.
by Catalina Rivera★ December 2, 2024
Design: Xanthe Kakaras
Kim Kardashian’s lifestyle brand, Skims, has transformed into a booming empire. This multi-billion dollar industry has flourished on a massive scale, largely due to the Kardashian name, Kim’s dominance in the business world, and her accomplished viral appeal. The brand has collaborated with A-listers, renowned recording artists, rising pop stars, friends of the Kar-jenner family, olympians, you name it. Skims has done a phenomenal job at collaborating with “the man of the hour,” so to speak.
Last Spring, Skims announced their Stretch lace and new Fits Everybody collection with rising pop star, Sabrina Carpenter. The “Please Please Please” singer has made a name for herself in the beauty, fashion, and music industry. In a statement to Rolling Stone magazine, Kim said, “Sabrina is not only a very talented musician, but she also has a fashion sense and an ‘It’ factor that really resonates with the next generation.” Skims also collaborated with Charli XCX back in August for their new cotton collection. The “Brat Summer” icon has made a sizable impact on pop culture, catching Kim’s eye in the process.
Similarly, pop star Tate Mcrae participated in a campaign for Skims’ new Holiday collection. Tate is currently selling out shows on her Think Later World Tour. She is rapidly gaining media attention and popularity within the music world. On October 28th, Skims hard launched the collection via Instagram, captioned “The North Pole’s naughtiest,” featuring Mcrae in a red, lacy bodysuit.
One of Skims’ most notable campaigns is the Skims x Team USA collection. This summer, Team USA participated in their third official partnership with Skims. The collection showcased olympic swimmers, gymnasts, runners and paralympians. The collection was a remarkable display of American flag printed underwear, tees, bodysuits, tanks, robes and inclusive pieces designed for disabled athletes. With the buzz of the upcoming Paris Olympics looming in the air, this campaign promoted patriotism, pride, inclusivity and comfort.
In the midst of staying up to date with Hollywood’s latest and greatest, Skims embraces the timeless icons of the 2000s. Celebrities like Paris Hilton, Kate Moss, Megan Fox and Usher have all been the star of a Skims campaign, all doing so in their unique and magnetic fashion. Kim Kardashian and Paris Hilton posed for a 2000s inspired photoshoot, strutting in their velour tracksuits and capturing the essence of this iconic pair and their unforgettable era. In February of 2024, Skims announced Usher as the face of their new men’s underwear campaign—shortly before his highly anticipated Super Bowl halftime show and the drop of his ninth studio album.
These Skims campaigns appeal to women, men, athletes, music fans, sports fans and 90s kids. These collaborators all have a unique influence on pop culture, allowing the Skims brands to reach and appeal to all. The list of Kim’s strategic and genius campaigns go on and on. Not only is Kim selling flattering, high quality pieces, she is also selling a vision—one that promotes confidence and inclusivity in everyday wear.