SKIMS is tapping into the younger generation for its latest swim campaign.
Kim Kardashian‘s highly successful solutions-wear brand is set to launch a new swim collection inspired by the Los Angeles pool party scene— with a crowd of models, DJs, celebrities, musicians, and artists photographed by Mark “Cobrasnake” Hunter.
According to WWD, Cobrasnake is known for his “photography of alternative contemporary culture.”
The drop includes swimsuits in SKIMS’ signature neutral tones as well as several sets in bubblegum neon pink— a shade often worn by Kim herself over the past year.
Seemingly targeted at Gen Z, the launch campaign cast young Hollywood A-listers like Outer Banks actress Madison Bailey, TikTok star-turned-singer Bella Poarch, and socialite Paris Jackson.
This is the brand’s first major play at capturing the youth consumer.
“I’m so thrilled to be a part of the new SKIMS Swim campaign,” Bella said in a press release. “I’m obsessed with the new collection – from gloves to dresses, there is so much to choose from and I love how the brand always pushes style boundaries this way. I couldn’t be more excited to work with them.”
Paris, the daughter of the late Michael Jackson, called the campaign a “full-circle moment” for her. “I’ve known Kim for a while and have always admired her style, so to be in the latest swim campaign for SKIMS is a full circle moment. I love the brand and doing this shoot was so much fun,” she said.
SKIMS’ latest swim launch will be available from July 28th.