Kim Kardashian is back in front of the camera for Skims, unveiling the brand’s latest drop: sheer underwear stamped with playful script.
The 44-year-old founder modelled the Milky Sheer String Bikini set (£50 for three), each pair marked with words like curious, feelings and temptation across the back. Shot in minimal makeup with slicked-back hair, Kardashian paired the underwear with Skims’ Cotton Jersey Long Sleeve Tee (£45) in black.
The campaign images, posted on Wednesday, leaned into the obvious—close crops on Kardashian’s figure, the text drawing the eye. The brand even disclosed sizes: small for the bottoms, XS for the top.
Reactions were mixed but largely in her favour. Some followers praised the look; others couldn’t help but draw comparisons to the early-2000s heyday of Ed Hardy. “The way I gasped thinking we were getting an Ed Hardy collab,” one comment read.
For Kardashian, going viral with Skims is now routine. Last month, the brand’s Seamless Sculpt Face Wrap (£38)—a contraption designed to shape the jawline overnight—sparked equal parts curiosity and criticism.
The scrutiny isn’t new. From experimental products to family holiday styling choices—like when daughter North wore a corset in Rome—every Skims launch and personal move lands under the same microscope. For Kardashian, that attention isn’t the problem. It’s the business model.
Fashion Hot Chicks Influencers Kim Kardashian
Last modified: August 30, 2025
