Skims, the fashion apparel brand co-founded by Kim Kardashian, has launched its first national television campaign: a futuristic film created by Wieden+Kennedy Portland.
Set in the fictitious Skims outer-space test lab, the film is a panoramic shot across a series of video monitors, where the business mogul herself assumes the role of her ‘Klones’ to the backdrop of Gary Wright’s 1975 track Dream Weaver.
From chief engineer to test subjects, Kardashian’s portrayal is a humorously hyperbolic personification of the film’s tagline: “Where the next generation of underwear and shape-wear are tested and engineered to perfection.”
The 60-second feature, directed by Frank LeBon, balances avant-garde mid-century modularity with Kim’s signature minimalist nude aesthetic, also a cornerstone of the Skims brand identity.
Heidi Bivens, known for her work on HBO series Euphoria, handled the costume design.
The ad made its debut with spots leading up to the 96th Academy Awards, broadcast on the American Broadcasting Company (ABC)’s Countdown and E!’s Oscars Red Carpet.
See also: TV Guide: The 96th Oscars on Seven and 7plus
Azsa West, co-chief creative officer at W+K Portland, described the film to Muse by Cleo as an exaggerated launch story for Skims, aimed at introducing the brand to a wider audience.
“The only way to accurately portray Skims as a brand is with an equally unbelievable, hilariously extravagant story of the company’s founding – a secret lab in outer space staffed entirely by Kim and her Klones,” said West.
“They work tirelessly, going to extreme lengths to test the products, ensuring every Skims product is tested to perfection and ‘out of this world’.”
The work follows the creative agency‘s successful pitch securing the Skims account last year.
In addition to the TVC, slated to air across broadcast channels in the US and online until the end of April, the campaign is supported by an omnichannel approach encompassing socials as well as prominent out-of-home placements in Los Angeles and New York.
The move comes as Skims continues to experience notable growth since its establishment in 2018, recently garnering a valuation of $4 billion. The brand has now announced plans to expand into physical retail, with flagship stores set for Los Angeles and New York later this year.
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Top Image: Kim Kardashian