In a fresh crossover moment, Skims teams up with Usher for a campaign that widens Kim Kardashian’s Skims line across Canada and the United States. The campaign imagery, shared on a widely followed social platform, features the 45-year-old artist in a spectrum of underwear silhouettes and shades that echo Skims’ comfort-first philosophy. Gold-toned accessories add a subtle note of glamour, elevating the overall vibe. Usher also appears in the campaign video, reinforcing a thread of confidence and fashion-forward choices that Skims aims to communicate to viewers.
Kim Kardashian continues to push product innovation within Skims, highlighted by a recent edible underwear launch crafted from sugar cane fibers. The bras and panties are sold separately, with pricing designed to reach a broad audience. Packaging preserves the brand’s signature pink branding, reinforcing a timely gift-giving angle around moments like Valentine’s Day and the appeal of playful yet premium intimates.
Earlier in the season, Skims expanded the campaign with Lana Del Rey, a notable musician who contributed a collection of lingerie designed for various occasions. Del Rey posed in a satin dress accented with lace and gloves, presenting the line in a romantic, statement-making frame. The visuals were staged in a large heart-shaped gift box with a decorative bow, underscoring themes of intimate gifting and personal style that resonate with fans and customers across North America.
Market chatter has highlighted notable resale interest in rare Skims items, including collectibles that have commanded impressive prices in the resale market. This underscores the brand’s enduring demand and cultural footprint within celebrity-influenced fashion and the broader lifestyle sector in North America, illustrating how the label transcends seasonal campaigns to become a lasting topic of conversation around modern intimates.
The campaign strategy blends music industry influence with forward-thinking fashion storytelling. By aligning with Usher and Lana Del Rey, Skims reinforces its image as a versatile lifestyle brand that appeals to diverse audiences while keeping comfort and premium aesthetics at the fore. For shoppers in Canada and the United States, the approach signals accessible luxury, everyday wearability, and the excitement of limited editions that create a sense of urgency and collectability. This mix of star power, product innovation, and thoughtful presentation positions Skims not merely as a line of undergarments but as a cultural touchstone in contemporary North American fashion, where comfort meets confidence and personal expression, and where campaigns aim to resonate beyond borders with a clear, everyday relevance for North American audiences. (Citation: industry press and brand communications)