- Words Matilda Carnall
Always one marketing step ahead, SKIMS rounds up pop music’s biggest names as the faces of the next generation of shapewear.
SKIMS, the viral shapewear line co-founded by Kim Kardashian, has just released its brand new, pop-star-centric campaign. Having previously seen SZA strip down for a shoot, they’ve now rounded up four more of Gen-Z’s most-loved artists. Ice Spice, known for her licentious lyrics and blaring pop tracks, stars alongside Pink Pantheress of their collaborative sugar-dipped anthem “Boys A Liar Pt.2”. Next to the prominent pair are RAYE, whose dance-rap fusion tune “Escapism” blew up on TikTok, as well as major breakthrough songstress Nessa Barrett.
Over the past few months, SKIMS has shed its association with fleeting celebrity products, instead finding its place within the shapewear sphere as a genuinely innovative line. “SKIMS has changed the game when it comes to inclusivity and representation”, explains RAYE, “I’m honoured to be a part of its community of confident women.”
The launch marks the label’s most prolific offering of new styles since its launch in 2019. It features both the Everyday Sculpt Collection, which includes go-to thongs, bodysuits, and more, as well as the Seamless Sculpt Collection, with eleven new-in cuts for the snatched-est of waists.
Speaking on the drop, Kim Kardashian shares, “I’m excited to launch this next generation of SKIMS shapewear with a campaign that celebrates these incredible musical artists.”
The shapewear assortment will be available to buy from April 27th on the SKIMS site.