Charli XCX, fresh off the release of her rightfully ubiquitous zeitgeist shifter Brat, is the latest star to be enlisted by Kim Kardashian and company for a SKIMS campaign.
Monday, the pop innovator was revealed as the star of a new campaign focused on the brand’s Cotton Rib and Cotton Fleece styles. Petra Collins, previously praised by Charli herself as “the blueprint,” is the artist behind the camera for SKIMS’ latest.
“SKIMS empowers people to feel confident in their own skin, which is the essence of Brat,” Charli said in press notes. “I am excited to be working with a brand that understands that comfort and style don’t need to be compromised. Shooting with Petra for this campaign was a dream and I was so excited to get on set and wear these timeless, sexy pieces. Also the puppies were beyond cute.”
Among the pieces featured in the Charli-starring shots are the Cotton Rib Boxer, Cotton Fleece Shrunken Waffle Lined Zip-Up Hoodie, and more. The latest from the brand, founded by Kardashian and Jens Grede back in 2019, will be available for purchase starting Aug. 21 at 12:00 p.m. ET.
Per Kardashian, who serves as SKIMS’ Chief Creative Officer, Charli is a “one of a kind talent” whose SKIMS alignment marks a particularly exciting time for the brand at large. Both Charli and Petra, she added, are “at the forefront of culture.”
Image via Petra Collins/SKIMS
Image via Petra Collins/SKIMS
Image via Petra Collins/SKIMS
Image via Petra Collins/SKIMS
Brat’s release in June ushered in a cultural moment that’s still going strong months later, notably netting the perpetually-ahead-of-the-curve artist her highest debut week on the Billboard 200 albums chart. Along the way, the larger Brat aesthetic has become undeniably omnipresent, spurring everything from fan-made mashups to public confirmation that former POTUS Barack Obama also had himself a Brat summer.
Of course, longtime fans know that Charli has been consistently pushing pop music forward with each new release for some time now. But whether you’re new to the party, or you’ve been comfortably reclining in the back of the club since it all began, welcome aboard. With any luck, our Brat-centric summer will soon give way to a similarly Brat-aligned fall.
Below, see dates for Charli and Troye Sivan’s upcoming SWEAT tour.
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