Cardi B fronts new Skims campaign

Skims has launched a new campaign starring Cardi B in which it says it “celebrates [her] undeniable influence and impact on pop-culture and the music industry”.

She’s seen in the visuals wearing updated pieces from the label’s “most-tagged” offer, the Cotton Collection, featuring all-new branded waistbands, cuts, and colours. 

The company said it was inspired by her “cultural force and accomplished music career” with the campaign highlighting how it “continues to lead the industry in celebrity casting and marketing by engaging diverse, of-the-moment talent”.

The campaign was shot and directed by artist and photographer, Vanessa Beecroft — with whom the brand has a longstanding creative relationship — and has just debuted across digital and social platforms. 

The Kim Kardashian and Jens Grede-founded company only recently launched another celebrity campaign that also tapped into pop culture.

It starred Kim Cattrall, Nelly Furtado, Hari Nef, Lana Condor and Coco Jones.

Also with Beecroft behind the camera, it saw the five celebs choosing their own favourite looks from the shoot and these are what appeared in the video. 

Skims, which was only founded in mid-2019, recently raised new funding that saw it being valued at $4 billion.