Kim Kardashian has hired iconic models Tyra Banks and Heidi Klum to model for a new SKIMS ad campaign. The reality star announced on Instagram that she would be shot alongside models Alessandra Ambrosio and Candice Swanepoel, for their first-ever joint campaign.
The news comes as Kardashian works to rebrand her beauty line following her high-profile divorce from rapper Kanye West. The Kardashians star announced her plans to rebrand her KKW fragrance line after dropping West from her last name.
The SKIMS official Instagram account shared the first stills from the campaign, sans Kim, showcasing the sexy shapewear. The caption read: “Introducing Tyra, Heidi, Alessandra, and Candice in their first ever joint campaign.”
Kim says that she wasn’t originally scheduled to be in the campaign but stopped by shoot and jumped into her SKIMS because it was “too iconic” to miss. The quintet of all-star women posed in the brand's signature Fits Everybody collection that dropped on April 4.
The Keeping Up With The Kardashians star shared a few extra shots on her Instagram, where she posed alongside the leading ladies. The caption read: “OK so I wasn’t supposed to be in this @SKIMS campaign but I stopped by and jumped in because it was too iconic. Introducing Tyra, Heidi, Alessandra, and Candice wearing our signature SKIMS Fits Everybody collection.”
The shapewear industry has proved to be incredibly lucrative for Kardashian. Last year, best estimates pegged the brand's value at a whopping $1.6 billion, which landed the reality star on Forbes' billionaire list for the first time. Since then, the company catapulted to a valuation of $3.2 billion.
Kardashian recently caught flack for her remarks directed at women in business. During an interview with Variety, the mogul offered some blunt advice, “get your f---ing a—up and work.”
The billionaire's comments were immediately slammed for being tone-deaf and “ridiculously rude,” and she later apologized.
Other celebrities have taken notice of Kardashian’s success in the shapewear market, including Lizzo, who recently launched a brand of her own. The three-time Grammy winner created Yitty to focus on inclusive shapewear and says she aspires for her line to be “radically different” than other offerings on the market.
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