To celebrate “ageless” beauty, Kim Kardashian’s shapewear line Skims cast adult women of all ages in its launch campaign for its new line of bras, including stars like Brooke Shields, 57, and Juliette Lewis, 49.
“We want all women to feel comfortable in their bras, but more importantly, confident,” company founder Kardashian said in a press release. “This is Skims biggest campaign yet, and I couldn’t be more honored to have worked with the amazing women who brought it to life. Confidence starts within, and with this campaign, we are bringing all women together to celebrate all bodies and individuality.”
The campaign features fifty “inspiring women” with “unique personalities” from all backgrounds and industries, “across four decades.” The pictures and videos were shot and directed by Vanessa Beecroft.
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The campaign also highlights six celebrities: Lewis, Shields, actor-singer Becky G, singer Cassie, comedian and host Chelsea Handler, and actor Indya Moore. In a charming video, Moore compares her breasts to two scoops of ice cream, and says that if they were ice cream, they would be tapioca flavor.
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Skims has been a success for Kardashian and probably the biggest boost to the shapewear industry since Spanx. It appears to have inspired imitators like Lizzo’s Yitty line. As of January of 2022, Skims is valued at $3.2 billion. It is expected to sell $400 million in products this year.
In September 2021, our editors put an earlier crop of Skims bras to the test, and the products earned praise across the board. “I’m already planning another haul of the triangle bralette in different colors—I can’t believe I’m saying this, but it might be my favorite bra ever,” said Glamour commerce writer Andrea Navarro. “I’ll just go ahead and say that I’ve already ordered another plunge style from the Cotton Collection in black—that’s how much I liked it,” said commerce editor Rebecca Brown.
Not sure how Kardashian & Co. chose these women, but next time, just call us!
The new bras will be available in one week at skims.com.
