The Top 5 Skims Collaborations Proving The Power Of A Good Marketing Strategy

The Skims marketing team have once again proved they are ahead of the curve by partnering with BlackPink’s Rosé as the first K-pop star to front its 2025 Valentine’s Day collection – and like with all Skims collaborations, we’re obsessed. Since its 2019 debut, the brand has masterfully navigated celebrity partnerships, transforming from a shape wear startup into a cultural powerhouse.

The brand’s strategy transcends simple endorsements, seamlessly spanning music, sports, and high fashion. From Sabrina Carpenter’s nostalgic 90s-inspired shoot to Jude Bellingham’s groundbreaking men’s underwear campaign, Skims collaborations have consistently captured the cultural zeitgeist. 

By featuring fans’ favourite celebrities, Skims’ collaborations have repeatedly tapped into internet trends and viral moments. These star-studded collaborations have elevated the brand from a shape wear brand to a social media sensation, generating cover-of-Vogue-level excitement with each new release.

No celebrity is beyond Kim Kardashian’s Skims vision. Even R&B artist Usher appeared in last year’s menswear campaign, complete with a limited-edition album download. 

Skims collaborations run deeper than just surface-level marketing. Olivia Munn’s powerful campaign bared her mastectomy scars, revealing her journey through four operations. Her partnership with Skims supported the Susan G. Komen breast cancer charity, donating 10% of each bra sale to the cause.

Though there are more Skims campaigns than we can count, here are 5 that we not only love, but also redefine celebrity collaborations.

5 SKIMS COLLABORATIONS THAT CHANGED THE GAME

Charlie XCX 

At first glance, Skims’ partnership with Charli XCX might have seemed random, but with the brand’s knack for tapping into trending pop culture moments, it was a perfect fit. Skims embraced the “Brat” wave last year, unveiling a campaign with Gen-Z ‘it-girl’, Charli XCX. The British singer’s summer album “BRAT” broke the internet, sparking neon green fashion trends and reviving the chaotic, unfiltered aesthetic. 

Dolce & Gabbana featuring Kourtney Kardashian

Despite the dramatic sister feud over the Italian heritage brand (if you haven’t watched The Kardashians, there was serious drama), Skims collaborated with Dolce & Gabbana in a high-fashion moment. Tapping Kourtney Kardashian to model, the campaign evoked a vintage, Italian film aesthetic. The collection brilliantly merged D&G’s maximalist style – think leopard print and classic silhouettes – with Skims’ signature comfortable and flattering design.

The ICON Shoot

Rewinding to 2022 – the dawn of Skims’ most-anticipated celebrity collaborations – the Skims Icons campaign united four of the industry’s most captivating supermodels for a timeless shoot. Tyra Banks, Heidi Klum, Alessandra Ambrosio, and Candice Swanepoel came together for their size-inclusive Fits Everybody collection, and as the campaign name suggests, it was iconic. 

NBA & WNBA 

In 2023, Skims became the first official underwear partner of NBA, WNBA, and USA Basketball – establishing itself as a serious contender in the sports industry. The WNBA campaign celebrated diversity and women’s empowerment, brilliantly bridging athletics, fashion and culture. It set a new standard for sports collaborations – highlighting the growing synergy between athletes and fashion brands. 

Sabrina Carpenter

This collaboration with internet sensation and popstar Sabrina Carpenter was both iconic and perfectly on-brand for Skims. Posing in sultry Stretch Lace and Fits Everybody pieces, the shoot captured Y2K nostalgia against a backdrop of band posters, stack CDs, and a dreamy pink and floral aesthetic. Please please please give us more!

Written by: Arri Grewal