By Ayanda Ntuli
Petra Collins / Courtesy of Skims
British pop star Charli XCX is making waves as the new face of SKIMS' latest campaign – a brand founded by Kim Kardashian. Dubbed the 'Brat Queen,' she exudes her signature edge while posing in the brand's new cotton line of shapewear. The campaign, shot by renowned photographer Petra Collins, features the singer outdoors in the rain, surrounded by greenery, with a washing line draped in white clothing, creating a striking contrast in the background.
The news was first shared on Monday via SKIMS' official social media channels and website. However, Charli also took to her own social media to share exclusive photos of herself in the SKIMS shapewear, captioning the post: “Me for @skims cotton by @petrafcollins”, offering fans a closer look at her collaboration with the brand.
“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 honoured Charli and Petra chose to collaborate with us as SKIMS is always trying to highlight individuals at the forefront of culture.”
Petra Collins / Courtesy of Skims
Since its debut in 2019, SKIMS has swiftly risen to prominence as a leading name in the fashion industry, celebrated for its commitment to inclusivity, comfort and innovation. The brand has strategically aligned with a diverse array of celebrities to amplify its image, featuring high-profile figures such as Usher, Cardi B, Lana Del Rey, Kate Moss and Paris Hilton. It’s only fitting that Charli XCX is now the latest face of SKIMS.
SKIMS has perfectly timed its collaboration with Charli XCX, whose album ‘Brat’ released in June — and has become an instant hit. In a TikTok interview, Charli XCX explained what it means to be a brat. “You're that girl who is a bit messy and loves to party and maybe says dumb things sometimes. She's honest, blunt and a little bit volatile. That's Brat.” Her influence has ignited a global trend for a 'Brat Summer' and fans are thrilled to see their favourite icon team up with the brand.
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