Fashion marketing has a way of folding personal history into product launches without ever acknowledging the overlap. The latest Skims campaign does exactly that, pairing a new silhouette with a familiar face from a very public breakup narrative.
Amelia Gray Hamlin is the face of Skims’ newest release — the Ultimate T-Shirt Bra — a redesigned version of one of the label’s most recognisable staples.
The campaign, fronted by Hamlin, arrives as the brand continues refining its core underwear lines under Kim Kardashian, focusing on lighter construction and a more streamlined silhouette aimed at everyday wear rather than overt push-up shaping.
The new bra is described by the brand as a “lighter than ever” iteration of its best-selling push-up style, maintaining a sculpted finish while reducing bulk. It keeps the concealed underwire structure designed to create a smooth, seamless outline under clothing, but strips back padding in favour of a more natural fit.
In campaign imagery, Hamlin pairs the piece with low-slung, unbuttoned denim and no top, a styling choice that keeps attention on the product’s intended minimalism rather than layered fashion storytelling.
The launch also plays into Skims’ broader design language: neutral tones, simplified silhouettes, and a focus on reshaping familiar basics rather than reinventing them entirely. The new range is offered in six shades, three of which feature in the campaign visuals.
The previous version of the bra, released in 2023, was marketed with more aggressive framing, described at the time as offering a “total breast transformation” and positioned as a rethinking of traditional push-up construction.
That earlier campaign helped cement Skims’ reputation for direct, often provocative product messaging. The latest update, by comparison, leans more toward refinement than reinvention.
Hamlin’s involvement also adds a layer of tabloid adjacency the brand is no stranger to, given her previous high-profile relationship with Scott Disick, a pairing that once sat at the centre of celebrity coverage around the Kardashian orbit.
Here, though, the focus is firmly commercial. Another product cycle, another recalibration of the same idea: minimal fabric, maximum framing, and a brand that continues to blur the line between underwear and cultural moment.
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Last modified: May 29, 2026
