his year, for its highly anticipated Holiday Campaign, Skims has swapped out its usual celebrity roster for a dose of internet-fueled family charm, enlisting the help of fashion model Lucky Blue Smith and his TikTok-famous wife, Nara Smith.
The internet’s favorite “made from scratch” creator and her supermodel husband, along with their adorable children, are bringing a whole new level of cozy chic to the brand’s festive loungewear offerings.
The Perfect Blend of High Fashion and Viral Comfort
The decision to feature Nara and Lucky Blue is a brilliant strategic move that merges the worlds of high fashion and authentic, feel-good social media content. Lucky Blue, a long-time fixture in the modeling industry, and Nara, who has amassed a massive following for her charming, hyper-organized, and always homemade cooking videos, present a modern family narrative that resonates deeply with Skims’ diverse audience.
As Nara recently shared, the campaign feels incredibly organic. “I wear Skims a lot, and so does Lucky,” she noted. The shoot, captured by photographer Cass Bird, focuses on the intimate, celebratory spirit of the holidays, showcasing the Smith family—including their young children—cozying up in the brand’s new festive collection.
What to Expect from the Collection
The campaign images immediately showcase the holiday theme, featuring:
- Festive Plaid Pajamas: A quintessential holiday staple, reimagined in Skims’ signature soft fabrics.
- Button-Up Sets: Offering a nostalgic, chic loungewear look perfect for Christmas morning photos.
- Onesies for the Little Ones: Marking a major moment as the Smith children feature alongside their famous parents, modeling the cute kids’ collection.
The aesthetic leans into a comfortable, joyful, and matching-family vibe. It’s a departure from the usual overtly glamorous or hyper-stylized Skims campaigns, offering a relatable look at luxury lounging during the most wonderful time of the year.
The Power of TikTok’s ‘It’ Couple
Kim Kardashian and the Skims team have a knack for selecting campaign stars who embody a unique cultural moment, and Nara Smith is undeniably having one. Her viral content, which showcases her making everything from cereals to elaborate desserts from the ground up, has made her a compelling figure. Pairing her with her equally stylish, veteran model husband and their sweet family for a holiday campaign focusing on comfort and togetherness is a stroke of marketing genius.
For fans of Nara’s wholesome, aspirational content, seeing her family in the cozy world of Skims will make this collection a must-have for the gifting season.
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