Skims made its small screen debut on Sunday, coinciding with the 2024 Oscars red carpet, featuring the brand’s founder Kim Kardashian in a minute-long commercial titled “Skims Lab.”
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Directed by Frank Lebon and produced by Wieden+Kennedy, the futuristic advert shows Kardashian wearing several of her company’s bestselling designs. Set to Gary Wright’s 1975 hit “Dream Weaver,” the reality star and Skims’ “Chief Engineer” tests out bras, T-shirts, and shapewear with help from a clan of Kardashian “Klones.”
“With this being our first-ever made for TV campaign, we really wanted to bring viewers into the Skims universe and create a film about our brand story and obsession with product development in a witty, yet extravagant way,” Kardashian said in a press release. “It was great working with Frank on this — his unique creativity and talent for storytelling really shined through. I am really proud of what we created together.”
Lebon has previously directed video campaigns for Kenzo, Asics and Dior, while Wieden+Kennedy is known for their award-winning advertisements for brands including Nike, McDonald’s and Ford.
“As our first major ad made for national TV, this campaign cements Skims as a leader in the industry, but also as a creative force to be reckoned with,” said Jens Grede, Skims cofounder and chief executive officer. “Collaborating with Wieden+Kennedy was a no-brainer given their reputation and long history of creating visually impactful campaigns that connect with culture and stand the test of time.”
The “Skims Lab” commercial, out now on the brand’s YouTube channel, will air through the end of April.
While Kardashian wasn’t present at last night’s Oscars, she did attend one of the award ceremony’s biggest after parties. Alongside her half-sisters Kendall and Kylie Jenner, the reality star attended the Vanity Fair Oscar Party in an angular satin gown by Balenciaga.
