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From Usher to Cardi B, Sabrina Carpenter, Lana Del Rey, Jhene Aiko and Rosalia, the stars are stripping down for SKIMS.
Kim Kardashian’s shapewear brand has tapped into ’80s, ’90s and millennial-era nostalgia, teaming with buzzy artists, athletes and actors for its campaigns in addition to collaborations with the WNBA, NBA and Team USA.
But it’s not just star power. Social media can make or break a brand, and sites like TikTok and Instagram have been good to SKIMS. The brand is known for its viral dresses, bodysuits, tank tops, leggings, bras and T-shirts ranging from sizes XXS-4X.
As Kim Kardashian explained in an interview last year, SKIMS was created out of personal necessity. “It started off with simply finding shapewear that was a skin tone that would match my color. I used to take my shapewear and dye it with tea bags and coffee in the bathtub.”
Founded in 2019, Kardashian’s size-inclusive brand has expanded from slinky shapewear and underwear into loungewear, lingerie and even menswear. “The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS’ commitment to providing solutions for everybody,” the reality star said in a 2023 press release announcing the menswear line, which Usher modeled earlier this year.
What’s next for SKIMS? The brand unveiled a Team USA collection ahead of the 2024 Summer Olympics and will unveil its Summer Uniform Collection, on Wednesday, July 24, at noon ET.
In the meantime, see below for a roundup of 10 music stars who have stripped down for SKIMS.
Usher’s SKIMS campaign was released in February. “The idea started with the photo that is my album [cover], where I have the peach in my hand. We shot the reverse of that photo, which was the first shot that was released, and therefore, after, as I do support Kim, supporting SKIMS was the next step,” he told The Hollywood Reporter. “It really was in conjunction with the album.”
Cardi B collaborated with SKIMS in 2023. “The SKIMS team approached me about it, and I just thought it was funny because of all the money I’ve spent on SKIMS…I love SKIMS a lot,” the Bronx rapper said.
Jhené Aiko debuted in SKIMS’ Cotton Collection campaign this past June. Her favorite piece from the collection? The Cotton Rib Tank and Cotton Jersey Boy Short made her feel “the most comfy,” the singer told Nylon. “I feel my best when I’m wearing clothes that feel comfortable. T-shirts are a big staple in my day-to-day wardrobe, and I love that with SKIMS I can feel sexy while still staying comfortable.”
Lana Del Rey starred in SKIMS Valentine’s Day Campaign released in February. “It started as kind of a niche brand, and I feel like it’s grown into a thing where now my sister and my best friend, Margaret, are wearing it. All of a sudden you’re like, ‘Oh, you’re wearing SKIMS too,’ and you show up in the same outfit as you’re getting a coffee. It’s really kind of sweet,” Del Rey told Vogue.
Rosalía starred in SKIMS’ first-ever bilingual campaign. “I love SKIMS,” she said of the brand. “They are so comfy and make me feel very sexy at the same time. I’m so excited that I finally got the chance to collaborate, especially in their Cotton Collection which is my fave.”
Snoop Dogg and his family posed for SKIMS’ 2022 holiday campaign. “I feel so blessed that three generations of my family were able to come together for the SKIMS holiday campaign! It’s the first time we’ve been featured in a campaign all together and we all loved the super soft, comfy outfits,” Snoop said at the time.
Ice Spice appeared in a 2023 SKIMS campaign along with PinkPantheress, Raye and Nessa Barrett. “SKIMS just gets it and makes me feel extra snatched,” said Ice Spice. “I’m happy to be a part of the latest campaign.”
SZA struck a pose for SKIMS’ Fit Everybody campaign released in March 2023. “I’m excited to be in SKIMS’ latest Fits Everybody underwear campaign and to align myself with a brand that strives to make women feel both comfortable and sexy.”
Nelly Furtado made her SKIMS debut last year. “Styling all of my SKIMS looks was so fun, and my favorite piece was the SKIMS Sculpting Mid Thigh Bodsuit,” she said at the time. “The fabric is amazing and feels so good and secure on my body. It makes me feel excited about getting dressed, and I love working it into my wardrobe for both work and play.”
Sabrina Carpenter’s SKIMS’ campaign featured pieces from the Stretch Lace and Fit Everybody collection. “I loved the femininity of the whole creative. I feel very excited SKIMS chose me to be the face of this campaign as I’ve always been a fan of the brand,” Carpenter said in a statement earlier this year.