Kate Moss Is the New Face of Kim Kardashian’s Skims

Kate Moss just gave Skims her high-fashion stamp of approval. “Everyone’s wearing Skims,” says the English supermodel in a newly debuted campaign for Kim Kardashian’s shapewear brand. On July 13, Kardashian took to Instagram and Twitter to announce that ’90s fashion icon Kate Moss is the new face of Skims for summer 2021.

The announcement came alongside promotional photos and videos — directed by world-renowned photographer Donna Trope — that show Moss modelling various Skims product lines, such as the Fits Everybody and Cotton collections.

This collab is not the first time Kardashian and Moss have connected. Back in June, the pair were spotted visiting the Vatican together in Rome. Their friendship dates back to 2014, according to Kardashian, when they met through Burberry’s chief creative officer Riccardo Tisci. “[I] was instantly struck by her cheeky humour, authentic and classic beauty — we’ve been friends ever since!” gushed the Skims founder in her recent announcement. “She is THE fashion icon, defining a whole generation of style and I am honoured to feature her as the new face of Skims this Summer!”

The admiration is mutual. “I’ve been a fan of Skims since Day One,” said Moss in a statement, as reported by WWD. “What Kim is doing with the brand is so fresh and modern, making underwear women actually want and that fits perfectly. I wear it, my daughter wears it — even my mum wears it.”

This isn’t Skims’ first celebrity moment. The brand’s campaigns have featured Paris Hilton, Amelia Gray and many members of the KarJenner crew. But with Kate Moss’s certified fashion icon status, Skims has ascended to a new level of cred in the fashion world. The news also comes shortly after the brand’s surprise announcement that it will be designing all loungewear and undergarments for Team USA at this year’s Tokyo Olympics (which are now available for purchase on the Skims website).

As consumers are increasingly valuing comfort, perhaps as a result of COVID-19 prompting folks to stay at home for months, intimates have consequently seen an increase in demand. According to WWD, Kardashian said online sales of Skims “quadrupled” in 2020. Needless to say, the Skims empire is expanding steadily, and Kate Moss’s endorsement is indicative of that growth.