Skims, the brainchild of Kim Kardashian, has quickly become a powerhouse in the fashion industry, redefining the standards for loungewear, shapewear, and underwear. A key element of the brand’s rapid success is its strategic use of celebrity ambassadors. By enlisting a diverse lineup of famous faces, Skims not only taps into the star power of these influencers but also creates a strong connection with a broad audience. In this article, we’ll explore how Skims effectively uses celebrity endorsements to build brand recognition, drive sales, and reinforce its commitment to inclusivity and body positivity.
SKIMS: Who are they?
Brand Founder: Kim Kardashian
Year Of Establishment: June 2019
With Kim Kardashian as the face of your brand, you gain access to opportunities most marketers can only dream about. Skims has leveraged this advantage by enlisting celebrity brand ambassadors.
Kardashian has said that she had been developing the line for 15 years. SKIMS suggests it is committed to body positivity and inclusivity, offering a wide range of sizes to fit everyone.
‘As a solutions-driven brand, Skims is redefining the next generation of underwear, loungewear, and shapewear… our goal is to consistently innovate on the past and advance our industry for the future.’ – www.skims.com
Some of our Favourite Celebrity Ambassadors:
Nicola Coughlan
The actress made her SKIMS debut in a dreamy, floral-themed campaign. This collaboration came as the actress takes centre stage in her Bridgeton role. As the brand put it, the shoot is “everyone’s favourite romantic lead meets our viral dress”
Nicola Coughlans’s SKIMS campaign marks a significant moment for the brand, as it embraces a broader representation of body types and beauty standards. Celebrated for her body positivity, Coughlan is the ideal ambassador for SKIMS’ inclusive ethos. By featuring her in their campaign, the brand is not only tapping into her rising popularity not only as an actress but as an iconic individual, but it also appeals to those consumers who value representation in the fashion industry. This move underscores SKIMS’ mission to create fashion-forward, comfortable pieces for ALL women.
Jude Bellingham
Just before England played in the Euro’s football tournament, golden boy, Jude Bellingham, announced he was the new face of SKIMS for men. Many people were QUICK to praise this partnership, labelling Kim K and the brands choices as ‘genius
Featuring Jude Bellingham in SKIMS’ new men’s campaign is a strategic move that underscores the brand’s expansion into the men’s market. As a rising star in the world of football and a role model for young men globally, Bellingham brings a fresh and dynamic energy to the SKIMS brand. His inclusion not only broadens the appeal of SKIMS to a more diverse audience but also signals the brand’s commitment to inclusivity across genders. By aligning with a high-profile athlete like Bellingham, SKIMS solidifies its position as a forward-thinking brand that resonates with modern consumers.
Snoop Dogg and His Family: 2022 Holiday Campaign (Cosy Collection)
Featuring Snoop Dogg and his family in SKIMS’ Cozy Collection holiday campaign (2022) is a powerful statement about family, tradition, and inclusivity. Snoop Dogg, an iconic figure in pop culture, alongside his wife, children, and grandchildren, brings a relatable, multi-generational appeal to the brand. This campaign not only highlights the collection’s cosy, matching loungewear but also reinforces SKIMS’ message that comfort and style are for everyone.
By showcasing a well-known family, SKIMS taps into the warmth and togetherness of the holiday season, positioning its Cozy Collection as the perfect choice for families looking to celebrate in style.
Using Snoop Dogg in the SKIMS campaign is a significant move that bridges the gap between fashion and cultural influence. As a legendary figure in music and pop culture, Snoop Dogg brings a level of authenticity and widespread appeal that resonates across generations.
Sabrina Carpenter
The artist brings a touch of Nineties nostalgia to this upcoming collection, featuring lace pieces and ultra-soft loungewear. Posing for British photographer Jack Bridgland—who previously captured Skims founder Kim Kardashian for her 2023 GQ Men of the Year cover—the singer, set to make her Coachella debut that same month, showcases the latest sultry looks from the Stretch Lace and Fits Everybody collections.
Sabrina Carpenter’s collaboration with SKIMS is a strategic move that taps into her broad appeal among younger audiences. As a singer, actress, and social media star with a dedicated fan base, Carpenter brings a fresh and relatable energy to the brand. Her involvement in the campaign showcases SKIMS’ commitment to reaching a diverse demographic, particularly Gen Z, who look up to Carpenter not just for her talent, but for her sense of style and authenticity. By featuring her in their campaigns, SKIMS effectively bridges the gap between fashion and youth culture, positioning the brand as a go-to for trendy and comfortable clothing.
The significance of using Sabrina Carpenter as a celebrity ambassador lies in her influence and connection with a generation that values inclusivity and self-expression. Carpenter’s image aligns well with SKIMS’ ethos of celebrating individuality and body positivity, making her an ideal fit for the brand. Her ability to connect with fans on a personal level through her music and acting career adds a layer of authenticity to the campaign, making SKIMS more accessible and appealing to a younger, fashion-forward audience. This partnership not only enhances the brand’s visibility but also reinforces its commitment to representing a wide range of voices and styles.
Skims’ main social media accounts:
Instagram: 6.1 m
Facebook: 448k
YouTube: 39.3k
LinkedIn: 167k
TikTok: 1.3m
Also, Kim Kardashian actively shares and promotes Skims content on her social media accounts. So, her massive follower base factors in here as well:
Instagram: 361m
Facebook: 35m
YouTube: 2m
TikTok: 9.7m
All of these figures were collected at the start of August 2024.
Incorporating celebrity ambassadors into SKIMS’ marketing strategy underscores the brand’s dedication to inclusivity, diversity, and cultural relevance. These collaborations go beyond just leveraging star power—they align SKIMS with the values and aspirations of its audience. As the brand continues to evolve, its ability to resonate with a wide range of consumers through carefully chosen ambassadors will be key to maintaining its influence and success in the fashion industry. By understanding and embracing the significance of these partnerships, SKIMS sets a powerful example of how to connect with consumers in a meaningful and impactful way.
