In a lesson in how to execute the perfect campaign launch, SKIMS has graced us with its new collection, Icons, featuring none other than supermodels Tyra Banks, Heidi Klum, Alessandra Ambrosio and Candice Swanepoel. These four, of course, are no strangers to the world of lingerie - they've all sashayed down the catwalk for Victoria's Secret - but this marks their first-ever joint campaign, creating quite a mic-drop moment in the lingerie industry.
SKIMS - renowned for its inclusive take on shapewear - has gone from strength to strength in recent years. In fact, since launching in just 2019, Kim Kardashian's label has grown from being ‘just’ shapewear to having ready-to-wear and lounge collections, a successful swimwear range, SKIMS Swim, and, of course, a designer collaboration with Fendi (no biggie!).
The latest campaign for Fits Everybody, the sell-out collection, is another accolade to add to an already impressive portfolio. With a waiting list of over 146,000 people, it’s easy to see how the collection has gained icon status. Covering all bases from itty-bitty thongs to high-neck body suits, the latest drop now features sizes XXS to 4XL and each piece comes in a minimum of nine core colourways.
The campaign, shot by Sandy Kim and Greg Swales, launched earlier this month and sees the supermodels, alongside founder Kim Kardashian, looking incredible in the most iconic pieces from the collection.
It's quite the power move but, then, would we expect anything else from Kim K?
SHOP: SKIMS Fits Everybody Collection
1 of 11Fits Everybody Slip Dress, £60
An ideal mini dress to hug your body in super stretchy spandex and nylon, available in khaki and navy alongside the core colours.
2 of 11Fits Everybody Crossover Bralette, £32
A classic bralette in onyx, made for everyday wear and available in nine core colourways.
3 of 11Fits Everybody High Neck Bra, £36
Wear as a bra or crop top, depending how you feel. Double layered for more support with a racer back.
4 of 11Fits Everybody T String Thong, £14
A string thong that doesn't cut in! Yes please. Find your perfect shade in SKIMS' core colourways.
5 of 11Fits Everybody Dipped Front Thing Pack Of 5, £58
No VPL here, thank you. Super flattering, comfy and now available in a five-pack - ideal.
6 of 11Fits Everybody Full Brief, £20
The ultimate full coverage briefs; buttery-soft and available in nine core colours and five new colours for this season.
7 of 11Fits Everybody Square Neck Bodysuit, £56
A favourite of Kim's, the square neck is super flattering and a high-leg means no cutting in here.
8 of 11Fits Everybody Leggings, £56
Mix and match with your favourite SKIMS bras and crop tops for the perfect two-piece set.
9 of 11Fits Everybody High Neck Bodysuit, £56
Also available in bright pink, well for now at least!
10 of 11Fits Everybody Skimpy Scoop Bralette, £32
A deep scoop-neck bralette with twist detailing, available in a whopping 17 different colourways. Take your pick!
11 of 11Fits Everybody One Shoulder Bralette, £32
Ideal to wear under any one-shoulder tops for a little extra support.