Why do we like Skims so much?

Skims, the brand co-founded in 2019 by Kim Kardashian and Jens Grede, is synonymous with constant appeal and carefully thought-out strategic choices. The recent campaign in collaboration with the Italian fashion house Dolce&Gabbana further confirms the brand’s media evolution and strengthening position. According to the famous 2024 Hottest Brands ranking by Lyst, for example, Skims ranks thirteenth. The capsule collection, launched on November 19, represents another step in an already established path. It’s no coincidence that Kim Kardashian was chosen in 2023 as the brand’s stylist, embodying that '90s sensual aesthetic that helped make Dolce&Gabbana famous.

The New Skims and Dolce&Gabbana Campaign

For the new campaign, the collaboration with Nadia Lee Cohen for photography has been renewed. The images, clearly inspired by the iconic shots of Ferdinando Scianna in Sicily, were actually shot in American studios. Choosing Kim Kardashian as the campaign's face may seem artificial: the deliberately constructed setting reflects a distinctly American taste, an idealized and stylized representation of Southern Italy. The campaign also features Kim’s sister, Kourtney Kardashian: it’s a strategic and functional choice. It's impossible not to recall Kourtney’s wedding in Portofino, where not only she but all the guests wore Dolce&Gabbana outfits, transforming the event into a true family collaboration that strengthened the bond between the brand and the Kardashians.

Are Collaborations and Endorsements the Secrets to Skims' Success?

Through numerous collaborations in just five years, including partnerships with Fendi, Swarovski, and even the NBA with the launch of men's underwear, Skims has established itself as a brand capable of continuously repositioning itself. The choice of high-profile ambassadors, like Lana Del Rey for the Valentine's Day collection, keeps the garments – which often remain similar in essence – appealing and desirable, showcasing an ability to continually renew consumer interest. Skims' shapewear, characterized by tones inspired by diverse skin tones and minimalist design, seems to reflect, at least in its early days, the minimalist aesthetic promoted by Kim Kardashian’s ex-husband, Kanye West. This raises a reflection on the crucial importance of communication in 2024 and how the success of a communication strategy can directly influence consumers' purchasing decisions.

Analyzing the new Skims capsule collection in collaboration with Dolce&Gabbana, it can be said that the creative contribution is relatively simple: the leopard print is applied to classic Skims sets, while Dolce&Gabbana’s logo and distinctive silhouettes add a recognizable and sensual touch. However, thanks to Skims' extraordinary communication power and Kim Kardashian's own influence, the public response has been extremely positive, once again demonstrating how marketing and brand image can transform and impact commercial success.