Review of Skims Men’s Fall 2025 Ad Campaign with Photographer Theo Wenner with model Post Malone
Skims latest menswear campaign, fronted by Post Malone and lensed by photographer Theo Wenner, rides into frame on a Utah ranch with heavy fleece and heavier symbolism. It’s a pivot from the sleek, urban visuals we’ve come to expect from the brand—trading city lights for dust, denim, and deliberately placed camo. On paper, this sounds like a smart, culturally resonant move: aligning a laid-back, wildly beloved figure like Post Malone with a collection built on comfort, functionality, and now, a dose of rugged Americana. The ingredients are there. But somewhere between the prairie and the product shot, the essence gets lost in the dust.
The campaign’s visual strategy leans heavily on archetype: the cowboy, the loner, the stoic man. There’s a horse. A pickup truck. Open landscapes. The kind of masculinity that’s more Marlboro than modern. And while there’s no denying Post Malone carries a certain unpolished charm—equal parts sincerity and slouch—this portrayal feels less like an authentic extension of his persona and more like a costume. We’re watching a character, not a person. Skims, known for its body-forward, soul-aware storytelling, here offers us neither: the video is visually thin, and the images give us little access to Malone’s personality, much less the garments themselves.
What’s most perplexing is how underutilized Post Malone feels in this campaign. He’s a figure whose contradictions—tattooed yet tender, rowdy yet reflective—could have added layers of richness and humor to the narrative. Skims had an opportunity to create something offbeat, unexpected, and even tender. Instead, they settled for a fantasy that feels borrowed from a beer commercial or a boot ad—stock masculinity, just with better tailoring. The camo may be trending, but it reads here less as fashion-forward and more as fashion fallback.
That said, the introduction of the new Heavyweight Fleece fabrication is not to be overlooked. This fabric innovation signals that Skims is investing in materiality and durability, qualities that extend the brand’s appeal beyond loungewear and into the everyday wardrobes of men who value utility alongside comfort. From a product standpoint, this is a strategic and well-timed move. But a campaign’s role is to translate fabric into feeling, and in this case, the emotional narrative doesn’t quite land.
There’s no doubt that Skims understands storytelling—Kim Kardashian’s brand has consistently managed to marry cultural cachet with product integrity. Which is why this campaign’s misfire feels more like a missed opportunity than a total failure. There was room here for softness, wit, or at the very least, a visual that let Post Malone just be himself rather than perform a version of “manliness” we’ve seen too many times before.
In the end, this isn’t a crash—it’s a quiet letdown. A campaign that had all the right tools but opted to play it safe in a space that craves more surprise, more personality, and more soul. In short: it could have been a vibe. Instead, it was just a truck.
Photographer | Theo Wenner
Model | Post Malone
Location | Utah Ranch