Kim Kardashian is back in the headlines, this time with her newest SKIMS line. SKIMS, widely known for it’s size and colour range, has entered their swimwear era with rubberised scuba and faux leather materials.
SKIMS newest campaign for the swim collection is designed by Kim Kardashian and shot by Steven Klein. A range of imagery on instagram depicts a summer-inspired scene with Kim and a group of models wearing the designs, lathered up in baby oil.
Kim models a black neoprene bikini top paired with matching high-rise bottoms. She depicts a sultry look as she lays there with her latex gloves, knee high boots and slick back hair. In the background, models seductively stand entangled and suspended on chain-linked hoops, surrounded by green grass and a blue pool.
Comparatively, the other 18 images from the campaign share the same energy, as models lay luxuriously outdoors in their small bikinis and booty shorts, greasy with oil.
A new campaign style for SKIMS
However, this iconic brand has become well-known for their celebrity driven campaign style. Often using figures like Ice Spice, Nessa Barrett, PinkPantheress, SZA, and RAYE. Appearing in classic editorial style photoshoots in SKIMS products, the public has a clear understanding of Kim’s approach to campaigns.
Which is why this newest swimwear campaign has the public feeling shocked. SKIMS has strayed from its traditional in-studio format with a stylistic editorial campaign. And to little surprise, everyone has a lot to say about it.
Some brutal comments have been made online about the line having no target audience, practicality or allure. However, the conversation taking place speaks loudly enough of the underlying success of SKIMS.
“Skims has announced the launch of its latest and most provocative swim campaign …The campaign is modern and sexy, providing an unconventional take on swimwear and illustrating how Skims uses fresh marketing to reinvigorate stale categories, challenge stereotypes and generate virality,”
the brand explained in an official press release.
You’ll find the new collection on the SKIMS website – made available just days after the brand revealed their profit of $500 million USD in 2022. SKIMS continues to grow against the odds of being just another influencer brand among thousands.
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