Enlisting Kate Moss to model in her latest Skims campaign was a no brainer for Kim Kardashian West. “Kate is THE fashion icon; she has a timeless influence that continues to define whole generations of culture and style,” says the businesswoman, whose shape-enhancing underwear has become a fashion pack favorite since it launched in 2018.
In the stripped-back photos, Moss, with her signature mussed-up hair and unrivaled pout, wears classic Skims pieces that Kardashian West says are “comfortable, versatile and designed for every body”. “We wanted to keep the focus on Kate – she is a force in her own right with such a strong presence, so we kept the set and background neutral to make sure that really came through,” explains the designer of the art direction. “It’s 100 percent Kate being Kate – she’s the best in the business for a reason.”
If you’re yet to try the solution-based lingerie, surely the Moss stamp of approval is enough to get you clicking to buy the Cotton Ribbed Plunge Bra and Briefs or the Fits Everybody Triangle Bra and Briefs, which Kate models in the effortless campaign pictures that, of course, belie her age. Indeed, it’s Kate’s youthful energy that drew Kim to her at their mutual friend Riccardo Tisci’s birthday party in 2014. “We hit it off straight away, and we’ve been friends ever since,” shares Kardashian West. “I love her sense of humor, infectious laugh and carefree spirit.”
Pictures of the pair cavorting around Rome recently show that the relationship is genuine, but signing Kate is undoubtedly a clever marketing move that will aid Skims’s international expansion. KKW has already conquered the US thanks to the endorsement of her glossy sisters, but Kate’s backing will unlock a new kind of customer – the kind that will always buy into Moss’s originality. As Kim herself says, “Kate sets trends! She puts her twist and touch on everything she wears, making it truly unique” – and that’s invaluable. Fashion’s new power duo has broken the internet again.