Kate Moss is the new face of Skims, Kim Kardashian's brand

Skims, the body-inclusive brand founded by Kim Kardashian, is experiencing a moment of glory: shortly after the appointment as the official supplier of underwear and pyjamas for the USA Olympic team, Kate Moss, one of the greatest icons of fashion, has become the official face of the brand. The friendship between Kardashian and Moss dates back to 2014 and it was Riccardo Tisci, at the time artistic director of Givenchy, who brought them together. Recently the two were together in Rome, on the occasion of the video presentation of Fendi's Couture – an occasion on which they also visited the Vatican Museums together. Kate Moss' return to underwear campaigns can only recall the iconic Calvin Klein campaigns taken by Mario Sorrenti and Herb Ritts that made her a fashion celebrity in the early 90s. Moss will now be the protagonist of a video advertisement in which his voice is heard saying: "Everyone's wearing Skims". 

Kim Kardashian's brand, founded in September 2019, was originally born as a body-inclusive shapewear brand, soon gaining millions of fans and arriving in Nordstrom department stores as well as a pop-up in Los Angeles. The commercial success of the brand has been enormous and, although precise data are missing, there have been numerous rumours of collections that have gone completely sold-out while, with the expansion into the underwear and loungewear categories and the lockdown, its sales have quadrupled and Kardashian has stated that it could soon open the first official store of the brand and also include categories of men's underwear and shapewear.