SKIMS IS IN
Beloved by celebrities, influencers, and everyday people alike - the question begs to be answered: why is the shapewear and clothing brand SKIMS so popular? Aside from being co-founded by one of the most famous women in the world, Kim Kardashian, the brand is also known for its body positivity and inclusivity.
But what else is there that makes SKIMS stand out in the market - especially when audiences are quickly tired by celebrity brands they often feel oversaturated the market while offering nothing new? In this blog, Hollywood Branded discusses the marketing campaigns that have launched SKIMS as a global dominator in shapewear and clothing, making it one of the most successful celebrity-founded/owned brands of all time and cementing Kim Kardashian as a billionaire and respected businesswoman.
The Skims empire
Time and time again, SKIMS manages to successfully strategically leverage celebrity endorsements to craft ingenious marketing campaigns that not only captivate audiences but incentivize them to make a purchase. By enlisting iconic figures who embody traits of admiration and aspiration, SKIMS taps into the desires of its audience to emulate these revered individuals who are - or were at once point in time - the most popular figure(s) in pop culture.
Aside from just tapping into current culture, SKIMS is also smooth in how it makes callbacks to past iconic moments in time - to be discussed more in depth later. By incorporating these strategies, SKIMS creates equally relevant, current, and nostalgic connections that resonate deeply with consumers, fostering a sense of familiarity and relevance that solidifies their status as one of the hottest clothing brands today, as well as at the forefront of fashion and lifestyle trends.
Simona tabasco & Beatrice Grannò
Early last year, SKIMS launched its 2023 Valentine's Day collection marketed by a campaign cleverly featuring actresses Simona Tabasco and Beatrice Grannò, known as the "It Girls" from Season 2 of HBO Max's hit show The White Lotus. In addition to tapping into the the themes of love and no strings attached surrounding the girls’ characters - and Valentine’s Day - the campaign also highlighted femininity and self-love, plus leveraged the post-finale buzz of the emotionally intense finale. By incorporating Simona and Beatrice, Kim and SKIMS effectively positioned the Valentine’s Day shapewear, loungewear, and lingerie products as essential for celebrating Valentine's Day and self love with a touch of glamour, empowerment, and sass. This collaboration not only showcased the brand's offerings but also connected with a broader audience seeking to embrace and connect with one another via pop culture.
Photo Credit: SKIMS
Photo Credit: SKIMS
Photo Credit: HBO Max
Photo Credit: Evening Standard
Usher
Earlier this year, SKIMS launched a new campaign promoting one of its newest product lines: SKIMS for Men. This time, the campaign featured R&B superstar Usher in various pieces of underwear holding a peach. The campaign was launched coinciding with both the release of Usher's newest album "Coming Home,” as well as his upcoming performance at the Super Bowl LVIII Halftime Show. This campaign highlighted SKIM’s continuous ethos of comfort, empowerment, and something for everyone, while also emphasizing creativity and self-expression. Usher's involvement in the men’s line campaign came after the campaign featuring NFL star Nick Bosa and Brazilian soccer professional Neymar Jr., and it further underscored SKIMS' evolution into a brand that embraces inclusivity and athleticism. This collaboration not only generated buzz for SKIMS' impressive products, but also for Usher's newest music endeavors - showcasing how beneficial co-promotional marketing campaigns can really be between brands and celebrities!
Photo Credit: SKIMS
Photo Credit: Complex
Photo Credit: Pitchfork
Photo Credit: Usher
the Icons
Not too long after the Simona Tabasco and Beatrice Grannò campaign, SKIMS launched the ICONS campaign that reunited the powerhouse lineup of legendary supermodels Heidi Klum, Tyra Banks, Alessandra Ambrosio, and Candice Swanepoel - alongside founder Kim Kardashian. This campaign not only showcased the timeless beauty and grace of these iconic and trendsetting models, but also included call-backs to their supermodel years while simultaneously celebrating their enduring and continuing influence on the fashion industry decades later. By featuring these four renowned glamorous figures in their newest campaign, SKIMS positioned itself as a direct competitor to Victoria's Secret and proved wrong the traditional beauty standard that age negates a woman’s beauty. Most importantly, this campaign promoted a message of unity and empowerment for women of all ages, sizes, shapes, and colors around the glove while simultaneously transcending generations.
Photo Credit: SKIMS
Photo Credit: Harper's BAZAAR
Photo Credit: Reddit
Photo Credit: The Gilded Angels
Swarovski
SKIMS’ recent Swarovski crystal campaign was a dazzling showcase of shapewear redefined through the lens of glamour and sophistication. Drawing inspiration from iconic fashion moments - such as Marilyn Monroe's unforgettable nude and crystal “Happy Birthday Mr. President" dress (which Kim wore to the 2022 Met Gala) and Rihanna’s 2014 headwrap-to-heels Swarovski crystal ensemble - this collection exuded a sense of sexuality mixed with refinement, establishing SKIMS as a trailblazer in the fusion of high-fashion aesthetics with functional clothing. The intricate detailing and sparkling embellishments of the Swarovski crystals elevated the perception of SKIMS' already renowned shapewear while also celebrating a legacy of iconic fashion moments - creating a truly captivating and luxurious experience for fashion enthusiasts worldwide.
Photo Credit: CNN
Photo Credit: Hypebeast
Photo Credit: Reddit
Photo Credit: @saintdoII on X
SKIMS WINS
SKIMS has solidified its brand strength and ability to craft innovative marketing strategies through impactful campaigns that harness the power of celebrity endorsements. The brand not only creates deep connections with consumers by tapping into the admiration and aspiration they feel for the involved celebrities, but also captivates them with simultaneously unique and inclusive product offerings. Collaborations with celebrated public figures like Simona Tabasco, Beatrice Grannò, Usher, Heidi Klum, Tyra Banks, Alessandra Ambrosio, and Candice Swanepoel showcase SKIMS' dedication to challenging ageism and beauty standards while championing empowerment and inclusivity. It’s clear that SKIMS sets new standards for creativity, unity, and self-love, establishing itself as a pioneering force in the fashion industry.
Eager To Learn More?
Read a few of our other blogs below to learn more about celebrity brand partnerships!
- Samsung's Celebrity Partnerships
- Celebrity Fast Food Collaborations
- Rediscovering Celebrity Sneaker Collaborations That Deserve a 2nd Chance
- The Power Of Celebrity Endorsements For National And Regional Brands
- Branded Celebrity Partnerships And Mistakes To Avoid
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