Skims Embraces ‘Brat Summer’ With New Campaign Featuring Charli XCX

Renan Botelho

August 19, 2024 at 10:00 PM·2 min read

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission.

Skims is joining the “Brat” wave. On Monday, the Kim Kardashian-founded brand unveiled its latest campaign featuring current Gen-Z darling Charli XCX. The British singer is seen in the photos wearing the brand’s Cotton Rib and Cotton Fleece styles in a summer rain-inspired scenario.

More from WWD

Ralph Lauren Celebrates His Hometown in Fall Campaign
Livvy Dunne Returns as Face of Nautica's Fall Campaign
EXCLUSIVE: Dao-Yi Chow Brings New Era's 59Fifty Heritage to the Apparel Category With Debut Collection

“Skims empowers people to feel confident in their own skin, which is the essence of Brat, ” said Charli XCX via statement. “I am excited to be working with a brand that understands that comfort and style don’t need to be compromised. Shooting with Petra for this campaign was a dream and I was so excited to get on set and wear these timeless, sexy pieces.”

The campaign was shot by photographer Petra Collins, who has worked with Gucci, Jean Paul Gaultier, Blumarine, Coach, Levi’s and Adidas before.

“Having Charli XCX as the face of our new SKIMS campaign is so exciting. She is a one of a kind talent who has truly cemented herself as a megastar within music and beyond” said Kim Kardashian. “This is such an exciting time for the brand, and we are honored Charli and Petra chose to collaborate with us as SKIMS is always trying to highlight individuals at the forefront of culture.”

With this campaign, Charli has joined an extensive list of celebrities who starred in Skims’ campaigns this year. The list includes Sabrina Carpenter, Candace Parker, Jhené Aiko, Jude Bellingham, Nicola Coughlan, Usher and Lana del Rey. Most recently, the brand released a campaign featuring Olympians and Paralympians such as swimmers Jessica Long and Caeleb Dressel, runner-soccer player Nick Mayhugh, gymnast Sunisa Lee and track and field sprinters Gabby Thomas and Fred Kerley.

“Brat” or “Brat Summer” refers to a distinctive fashion style and bold mindset that resonates with the Gen Z aesthetic. The viral trend was inspired by Charli XCX’s latest album, “Brat,” released in June. Kamala Harris‘ presidential campaign recently embraced the trend with a rebrand on social media that was discussed in panels on CNN, MSNBC, Fox News and more.

Charli will kick off her tour with Troye Sivan, the “Charli XCX & Troye Sivan Present: Sweat,” on Sept. 14.