Skims Channels Summer Romance With New Lingerie and Ready-to-Wear Collection
Skims, Kim Kardashian’s intimates brand, recently released its Summer of Love collection, featuring lingerie, dresses, and separates. The garments embrace romantic, delicate feminine silhouettes. Rendered in a palette of pastel hues, they are crafted from luxe silk as well as Skims’ new Cotton Voile—a lightweight, breathable fabric that lends itself to warm-weather wear.
In keeping with Skims’ social-media-savvy marketing strategy, the collection was teased and subsequently announced via the brand’s Instagram, where promotional imagery and videos showcase sun-kissed scenes of models frolicking through fields, picnicking under parasols, and relaxing in the cool shade of a fountain. The posts featuring the photo series, shot by Henrik Purienne, are captioned with the campaign’s taglines, encouraging customers to “romanticize [their] summer.” Framed through a lifestyle-first lens, the campaign underscores how Skims continues to translate product launches into viral cultural moments—fusing fantasy, marketing, and summer’s moodboard-ready aesthetic.
