Charli XCX Became The Newest ‘It Girl’ For The Brand SKIMS

As summer comes to a close, the internet is buzzing with one big question: “Is brat summer coming to an end as fall begins?” If you’ve been vibing to “365” and “Guess” all season, you know the indie-sleaze vibe kicked off on June 7 when Charli XCX dropped her hit album Brat.

On August 19, Charli XCX was revealed as the face of SKIMS’ latest Cotton Collection. And to no surprise, the “360” singer keeps her brat energy alive with a fresh and carefree style in the new campaign.

Joining the ranks of Nicola Coughlan, Sabrina Carpenter, and Lana Del Rey, Charli is the latest It girl for SKIMS, starring in a brat summer-inspired photoshoot by the renowned photographer Petra Collins.

“Having Charli XCX lead our new SKIMS campaign is incredibly thrilling,” said Kim Kardashian, co-founder and chief creative officer of SKIMS, in a press release. “She’s a unique talent who has established herself as a megastar, not just in music but in pop culture overall.”

This makes sense, as the collaboration couldn’t have come at a better time for Charli. She’s had an electrifying summer with the success of Brat and her upcoming Arena tour, which starts on September 14.

“SKIMS is all about empowering people to feel great in their own skin, which perfectly aligns with Brat,” said Charli XCX. “I’m thrilled to partner with a brand that knows comfort and style can go hand in hand. Shooting this campaign with Petra was a dream come true, and I couldn’t wait to wear these timeless, sexy pieces. Plus, the puppies on set were beyond cute!”

Charli XCX is seen sporting pieces from the Cotton Rib and Cotton Fleece collections, including the Cotton Rib Split Bralette, Cotton Rib Boxer, Cotton Fleece Shrunken Waffle Lined Zip-Up Hoodie, and Cotton Rib Bikini. 

These outfits bring a sporty flair, crafted from the soft, cozy cotton fabrics that have made SKIMS a favorite. The designs combine stylish details with the comfortable, familiar feel that SKIMS customers adore, perfect for lounging or everyday wear—all of which you can shop on August 21 on the brand’s website.

Well, SKIMS is a master at capturing attention and staying culturally relevant, and this campaign is poised to be its most talked-about yet. For a brand valued at $4 billion with nearly $750 million in revenue for 2023, that’s no small feat.

For more, join the PixelPhant newsletter and let us know what’s your take. Did Skims nail this?