Skims positions this as a heartwarming return to family roots, highlighting the sisters' unity and the brand's ability to blend luxury with retro holiday cheer through a cohesive, nostalgic vision.
Insiders note the conspicuous absence of North West from this specific shoot despite her previous appearances, sparking debates about whether the 'family' narrative is curated marketing or genuine togetherness.
Photographer Nadia Lee Cohen shot the campaign; the Holiday Shop launches Oct. 29; Kylie traded a $50 million Fantasy Bra for a knit bralette; Kim rested on Santa's knee in coordinating pajamas.
It’s not just a clothes catalog; it’s a calculated reminder that the Kardashian-Jenner brand is the only gift that keeps giving, regardless of who is actually in the room.
The Kardashian-Jenner machine never sleeps, especially when the holidays are approaching. Kim Kardashian has orchestrated a full family reunion for Skims’ latest holiday campaign, a visual affair that leans heavily into a midcentury Christmas aesthetic. Photographed by Nadia Lee Cohen, a known favorite of the clan, the shoot features Kim, Kourtney, Khloé, Kendall, and Kylie posing in a home decorated with tinsel trees and wrapped presents.
The vibe is distinctly retro, trading modern glitz for a cozy, nostalgic atmosphere that feels less like a fashion editorial and more like a curated family portrait from a bygone era. Kylie Jenner’s participation is particularly noteworthy given her recent high-profile appearance at the Victoria’s Secret Fashion Show. In a move that signals a shift in loyalty or perhaps just strategic branding, Kylie traded her coveted $50 million Fantasy Bra for a Fair Isle knit bralette and a micro-miniskirt.
This juxtaposition highlights the power of Skims as a platform; it is no longer just a shapewear brand but a cultural touchstone that rivals traditional lingerie giants. Kendall Jenner followed suit, stripping down to a plaid bralette and matching thong, paired with sheer stockings and voluminous ’60s hair, reinforcing the campaign’s throwback theme. While the sisters look cozy, the dynamics are always worth dissecting.
Khloé Kardashian opted for maximum comfort, curled up in a onesie and matching hat, while Kourtney Kardashian lounged by the fireplace in leggings and scarlet pumps. The campaign’s inclusion of Santa Claus adds a playful layer, with one image showing Kim resting her head on Santa’s knee in coordinating pajamas. This isn’t the first time Kim has tapped her siblings for modeling duties; Kendall and Kylie modeled for Valentine’s Day in 2021, a shoot from which Kourtney was notably absent, leading her to joke on Instagram that she Photoshopped herself in because she "wasn't invited." The Skims Holiday Shop goes live on October 29, featuring items like sheer lace stockings and silky slips alongside fuzzy sweats.
The brand has a history of diverse guest lists, including Snoop Dogg’s family, Tate McRae, and Kim’s daughter North West. The absence of North in this specific holiday spread, despite her previous involvement, raises questions about the curation of the 'family' image. Is this campaign a genuine celebration of sisterhood, or is it another masterclass in leveraging familial bonds for commercial gain? With the launch date imminent, the internet is already buzzing, dissecting every pose and pricing every item, proving that even a knit bralette can start a fire in the comment section.
