Review of Skims Holiday 2025 Ad Campaign by Photographer Cass Bird with models Nara and Lucky Blue Smith
For the holiday season, SKIMS turns inward, trading high gloss for genuine connection. Captured through the lens of Cass Bird, the brand’s latest campaign stars Nara and Lucky Blue Smith alongside their three children in a quietly luminous portrait of family life. It’s a continuation of SKIMS’ evolving narrative of authenticity and inclusivity, yet rendered here through a distinctly domestic intimacy. By grounding the campaign in the rhythm of real relationships rather than staged glamour, the brand reasserts its cultural fluency: comfort isn’t just a fabric, it’s a feeling that can be shared, worn, and remembered.
Photographs unfold in a tender visual cadence: flannel pajamas, soft morning light, and the chaos that makes family life beautiful. The mise-en-scène is unguarded. Scattered toys, intertwined limbs, and the trading of gifts—imbued with natural ease. The Smiths’ chemistry anchors the imagery, balancing elegance and playfulness without tipping into artifice. In one frame, they’re wrapped in matching pajamas, a tableau of holiday nostalgia; in another, Nara’s satin sleepwear catches the glow of the tree lights like a quiet luxury incarnate. The palette: warm neutrals, ember reds, and candlelight gold feels as inviting as the brand’s tactile language of ribbed cotton and fleece.
The campaign’s strength lies in its restraint. It doesn’t sell aspiration so much as recognition; the beauty of love in motion, the softness of imperfection. In doing so, SKIMS underscores its identity as a brand fluent in emotional realism: its success has always been less about spectacle than resonance. If previous holiday campaigns chased cinematic fantasy, this one leans into the poetry of presence. Bird’s lens translates SKIMS’ core values—comfort, connection, confidence into a seasonal study of belonging. It’s not just cozy; it’s quietly profound, reminding us that sometimes the most luxurious gift is the life we already live.
Photographer | Cass Bird
Models | Nara and Lucky Blue Smith