Kim Kardashian is embracing “brat summer” in her latest Skims campaign.
Kardashian, an American media personality and the founder of clothing and shapewear brand Skims, recruited none other than this summer’s “it girl” Charli XCX to star in its latest campaign.
On Monday, Skims unveiled its latest campaign in an Instagram post that showed the British singer posing in the brand’s new Cotton Rib and Cotton Fleece products — including the Cotton Rib Split Neck Bralette, Cotton Rib Boxer, Cotton Fleece Shrunken Waffle Lined Zip Up Hoodie and the Cotton Rib Bikini — surrounded by lush greenery in a downpour of rain.
“Having Charli XCX as the face of our new Skims campaign is so exciting. She is a one-of-a-kind talent who has truly cemented herself as a megastar within music and beyond” said Kim Kardashian in a statement, as per an article from Women’s Wear Daily. “This is such an exciting time for the brand, and we are honored Charli and Petra chose to collaborate with us as SKIMS is always trying to highlight individuals at the forefront of culture.”
The campaign — which features an ethereal Charli XCX — was shot by photographer and artist Petra Collins.
Collins’ work — best characterized by a feminine, dreamlike feel — has been featured in music videos for singer Olivia Rodrigo, including “Brutal,” “Good 4 u” and “Vampire,” as well as in campaign videos for Gucci, Jean Paul Gaultier, Blumarine, Coach Levi’s and Adidas.
Charli XCX released her sixth studio album, “BRAT,” on June 7, and ever since then the internet has been abuzz, marking this summer “brat summer.”
Charli XCX joins an extensive list of celebrities who have starred in Skim’s campaigns this year, including Sabrina Carpenter, Candace Parker, Jhené Aiko, Jude Bellingham, Nicola Coughlan, Usher and Lana Del Rey.
Most recently the brand released an official Team USA campaign featuring Olympians and Paralympians including gymnast Sunisa Lee, soccer player Nick Mayhugh, track and field sprinters Gabrielle Thomas and Fred Kerley and swimmers Jessica Long and Caeleb Dressel.
In a statement from Charli XCX, she revealed her excitement about the new collaboration.
“Skims empowers people to feel confident in their own skin, which is the essence of Brat, ” said Charli XCX in a statement, according to an article from Variety. “I am excited to be working with a brand that understands that comfort and style don’t need to be compromised. Shooting with Petra for this campaign was a dream and I was so excited to get on set and wear these timeless, sexy pieces.”
Skims' new Cotton Rib and Cotton Fleece products will be available for purchase online on Aug. 21.
