Skims

Summer 2021 Ad Campaign with Kate Moss

Review of Skims Summer 2021 Ad Campaign by Photographer/Director Donna Trope with model Kate Moss

Kate Moss stuns in a new Summer campaign for Skims, which features photography and direction by Donna Trope.

“I first met Kate in 2014 through Riccardo Tisci and was instantly struck by her cheeky humor, authentic and classic beauty — we’ve been friends ever since,” says creative director Kim Kardashian West (a fashion icon in her own right, of course). “She is the fashion icon, defining whole generations of culture and style and I am honored to feature her as the new face of Skims this summer.”

Capturing the icon with elegantly tousled hair and a mood of breezy confidence, Trope’s images have a stripped-back aesthetic that is smartly chosen to match the practical, sexy simplicity of Skims’ offerings. A pair of videos, geared as 15-second TV ad spots, offer a fun and intimate glimpse into the shooting process.

The campaign represents an exciting and successful push to expand the brand’s recognition and social presence. Before now, Skims’ marketing had existed exclusively through social media channels. The brand’s for-everyone ethos was certainly able to make a connection with people, especially with those who had been following Kardashian. But the arrival of Kate Moss means an instant and important boost in notoriety: in addition to pivoting the campaign toward a wider audience through TV, the appearance of Moss means a much wider circulation for the campaign as many publications are eager to cover the supermodel’s every move. This means that far more people than ever before will be able to connect with Skims and its inclusive mission.

With its sexy minimalist aesthetic highlighting a very smartly chosen star, the campaign is perfectly geared to take Skims to the next level.

Skims Creative Directors | Kim Kardashian West & Jens Grede
Photographer/Director | Donna Trope
Skims Senior Brand Manager | Grace Mason
Model | Kate Moss
Hair | Sam McKnight
Makeup | Val Garland
Manicurist | Adam Slee
Location | London