Skims Holiday 2024 Ad Campaign

Review of Skims Holiday 2024 Ad Campaign by Photographer Harmony Korine with models Goldie Hawn, Kate Hudson, and Oliver Hudson

Skims celebrates warmth and togetherness with its Holiday campaign. Starring Goldie Hawn with her children Kate Hudson and Oliver Hudson, as well as their children, the campaign was shot by photographer Harmony Korine.

The imagery follows the familiar and bright narrative of an intergenerational holiday vacation. No matter the occasion, the family is dressed in matching pajama sets and big smiles. The accompanying short film turns up the energy, capturing the joyful chaos of big families getting together.

The main critique to be had with the campaign is that it doesn’t really look like a Skims campaign. Whether through recognizable a focus on its core products or through the brand’s consistent art direction, Skims’ previous campaigns have tended to feel instantly recognizable. As plenty of places make plaid flannel PJ sets, and without any branding, it can be easy to mistake this campaign for one of the many big box retailers.

Nonetheless, Skims lives online, so there shouldn’t be too much confusion as the imagery is released to the brand’s social media channels, even if it’s not as eye-catching as the other content on there. Skims always has great casting, and the success of this campaign comes from putting a warm holiday and family-focused twist on this practice.