Fashion

Kim Kardashian Taps Ex-Victoria’s Secret Angels for Skims Ads

Kim Kardashian’s lingerie model is selling itself with throwback iconography by hiring former “Angels” from Victoria’s Secret for its advert marketing campaign.

The fact star on Monday unveiled promotional photographs for the model’s Suits Everyone line that includes Alessandra Ambrosio, Tyra Banks, Heidi Klum and Candice Swanepoel. Kardashian herself additionally seems within the marketing campaign. (“I wasn’t presupposed to be on this Skims marketing campaign however I ended by and jumped in as a result of it was too iconic,” she stated in a single tweet.) Attire within the Suits Everyone assortment ranges from XXS to 4X and are available no less than 9 colors. The material is marketed as stretching to twice its dimension.

The 4 fashions within the Skims marketing campaign had been Angels — the coveted title previously given by Victoria’s Secret & Co. to its contract fashions till a rebrand. (Now, Victoria’s Secret model ambassadors are referred to as the VS Collective, and embody Olympians Naomi Osaka, Eileen Gu and Megan Rapinoe alongside fashions Adut Akech, Hailey Bieber and Paloma Elsesser.) Banks labored with the corporate for 10 years starting within the mid ‘90s, adopted by Klum. Each Ambrosio and Swanepoel nonetheless have the phrase “angel” of their Twitter handles, given their launches on the platform coincided with their winged tenures.

The marketing campaign seeks to spice up momentum at Skims, which in January was valued at $3.2 billion following a $240 million financing spherical led by hedge fund Lone Pine Capital. The model has partnered with Group USA for 2 Olympics, centring Olympic and Paralympic athletes in its campaigns.

Manufacturers wish to appeal to new prospects by aggressively redefining the slender commonplace of magnificence that was personified by the Angels. Rihanna’s Savage x Fenty model can be obtainable in expanded sizes, and the model has forged pregnant fashions in its exhibits and fashions with limb variations in e-commerce pictures. Bloomberg Information reported final month that her firm is working with advisors on an preliminary public providing valued at $3 billion or extra. Final month, the singer Lizzo debuted Yitty, a line in collaboration with Fabletics LLC that will probably be obtainable in sizes starting from XS as much as a 6X.

Even the model that created the Angels is attempting to be extra inclusive. In February, Victoria’s Secret unveiled a marketing campaign for its “Love Cloud” assortment starring 18 ladies together with mannequin and designer Sofía Jirau, who grew to become the primary mannequin with Down syndrome to entrance a marketing campaign for the model. Artistic director Raúl Martinez on the time referred to as the marketing campaign “an necessary a part of the brand new Victoria’s Secret commonplace we’re creating.”

By Ella Ceron

Study extra:

Skims Plots Its Subsequent Strikes: ‘We Don’t Have the Luxurious of Failing’

Skims lately raised funding at a $3.2 billion valuation. Kim Kardashian and Jens Grede, in an unique interview with BoF, clarify how the ‘resolution put on’ empire plans to show it’s greater than a pandemic fad. First up: swimwear.

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