Skims Fall 2024 Ad Campaign

Review of Skims Fall 2024 Ad Campaign by Creative Director Kim Schraub with Photographer Petra Collins and model Charli xcx

Brat summer doesn’t seem to be winding down any time soon, as Skims has just launched its latest campaign starring none other than the queen herself, Charli xcx. The singer and moment-defining star was lensed by photographer Petra Collins.

“Having Charli xcx as the face of our new SKIMS campaign is so exciting,” said Kim Kardashian, the brand’s co-founder and chief creative officer. “She is a one of a kind talent who has truly cemented herself as a megastar within music and beyond.”

Continuing to build on her recognizable cinematic style, Collins captures Charli in a suburban dreamscape. Carpeted interiors with golden retriever puppies or a backyard where sunshine illuminates summer rainfall form fitting backdrops for Skims’ new cotton rib and fleece styles, creating an aesthetic perspective that is at once comfy, homey, sexy, and uncanny.

With its vintage synthesizer soundtrack and kitschy cinematic crossfades, the accompanying short film pushes the subtle feeling of Lynchian surrealism, before ending in the brand’s slogan that becomes all the more brilliant and effective each time a new celebrity persona says it: everybody’s wearing skims.

Kim Kardashian has a very strong skill for casting, always selecting moment-defining stars that reveal a deep awareness of pop cultural currents. Especially recently, the brand has been doing good work to match these smart casting choices with distinct creative perspectives in each campaign, going beyond the bare minimum of a celebrity advertising and creating rich editorial worlds in partnership with distinctive photographers. This new chapter is another strong example of that practice, and Skims has strategically and creatively aligned itself with the unstoppable pop cultural force that is Charli xcx and Brat.