Kim Kardashian has unveiled a new holiday campaign for her brand SKIMS, featuring all four of her sisters — Kylie Jenner, Kendall Jenner, Khloe Kardashian, and Kourtney Kardashian — together for the first time in such a lineup. According to Wave (RBC-Ukraine), in the photoshoot, the celebrities tried on underwear and loungewear from the brand's collection, creating a cozy mood ahead of the holiday season. The shoot became another example of how the brand's founder leverages family capital to promote her collections.
Five Sisters in One Frame
In the new campaign, the sisters posed together, showcasing items from the SKIMS line — ranging from underwear to pajamas and loungewear. For a brand that regularly relies on recognizable faces, uniting all five sisters in a single project was a notable step: such joint appearances and projects traditionally attract significant public and media attention. Individual shots from the campaign, particularly Kylie Jenner's look in a red-and-white set with holiday styling elements, have already spread across social media and specialized publications.
Family as a Promotion Tool
For Kim Kardashian, involving her sisters in the campaign is not a new tactic, but a consistent part of the SKIMS marketing strategy. The brand consistently uses celebrities, models, and pop culture figures for promotion: Megan Fox, Lana Del Rey, and Lewis Hamilton have previously appeared in the brand's promotional materials. The holiday campaign continues the tradition of presenting seasonal collections featuring famous faces, emphasizing clothing for special moments and cozy days at home.
What is SKIMS and How the Brand Evolved
SKIMS is an American clothing brand founded by Kim Kardashian along with entrepreneur Jens Grede in 2019. Initially, the brand specialized in shapewear, but subsequently expanded its assortment: today the line includes underwear, pajamas, loungewear, basics, and athletic collections. One of the brand's key features became a wide range of sizes, shades, and models adapted to various body types, as well as an emphasis on comfort, functionality, and minimalist design featuring a recognizable neutral palette, soft fabrics, and sleek silhouettes.
The Public Face of the Brand
Kim Kardashian remains the central public representative of SKIMS and participates in shaping the brand's visual concept. The brand has also expanded into major institutional platforms: notably, SKIMS collaborated with Team USA ahead of the Olympic and Paralympic Games in Paris in 2024, presenting a collection of underwear, loungewear, and sleepwear. The holiday campaign featuring all the sisters fits into this logic — from working with individual celebrities to large-scale joint projects that reinforce SKIMS' image as a brand combining fashion, comfort, and media attention.
