Skims x SZA

Spring 2023 Ad Campaign

Review of Skims x SZA Spring 2023 Ad Campaign by Photographer Greg Swales with model SZA

SZA is the latest star to front Skims in the brand’s new campaign for its Fits Everybody line. The singer was captured by photographer Greg Swales.

The stripped-back campaign sees SZA pose in a range of neutral-toned underwear, loungewear, and shapewear pieces that have been taking over the world. The accompanying short film ends with her saying the smart tagline “Everybody’s wearing Skims,” and she’s not wrong – the Kim Kardashian-led brand is immensely popular.

While there is a bit of an ongoing TikTok microtrend to prove that the line does not, in fact, “fit everybody,” Skims still is more size-inclusive than many brands. In addition to being a super popular artist with a guaranteed high impact value, SZA seems like a good pick to embody this inclusive idea of comfortability and sexiness as someone who is actually somewhat curvy and not the industry-standard size zero, but is still pretty much an undeniable baddie.

Skims Creative Director | Kim Kardashian
Photographer | Greg Swales
Videographer | Greg Swales
Models | SZA

Mark Wittmer
Senior Fashion Writer | The Impression
Mark began writing for The Impression with a focus on advertising and brand communication, before taking on the additional role of fashion critic. Synthesizing these dual perspectives, he offers critical insight on creative, design, and brand strategy while covering runways from Paris, Milan, and New York.
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