Kim Kardashian and her siblings recently debuted a vintage-inspired holiday campaign for her brand,SKIMS. the promotion features the Kardashian family posing with Santa Claus in a surreal living room setting to herald the arrival of their seasonal collection.
The $38 bralettes and "eerie" Santa vibes
The latest SKIMS promotional materials blend traditional Christmas imagery with a retro aesthetic that some viewers have found unsettling. according to the report, the campaign features sisters Kylie, Kendall, Kourtney, and Khloe posing in a room filled with multiple trees and a crackling fireplace . The wardrobe consists of seasonal staples, including $38 Fair Isle knit bralettes, $88 mini skirts, and $38 plaid bras paired with $20 thong panties.
This specific visual direction has created a polarized response among followers. While some praise the high-fashion approach, others have commented that the imagery feels more like a scene from a horror film than a festive advertisement. by pairing glittery accessories and lipstick-colored jackets with a "slightly haunting" energy, SKIMS is intentionally distancing itself from the saccharine tropes of typical holiday marketing.
The October 29 launch of the SKIMS Holiday Shop
The surreal imagery serves as a strategic lead-up to the official opening of the SKIMS Holiday Shop on October 29. As reported, the collection emphasizes a mix of provocative and cozy loungewear. Kim Kardashian is featured in a $108 reindeer-printed low-cut dress with garter-belt-supported stockings, as well as a $128 Henley-legging set.
The campaign also highlights more relaxed options, such as $98 long-sleeve pink pajamas, which Kim Kardashian wore while perched on Santa's lap. Other family members are seen in similarly themed attire , with Kourtney wearing $64 red leggings and a $58 long-sleeve top. This tiered pricing strategy allows the brand to capture both the luxury fashion market and more accessible loungewear consumers during the peak shopping season.
From the Kate Hudson controversy to "horror film" aesthetics
The decision to use unconventional and potentially divisive imagery is a recurring theme for the brand. This current campaign follows a period of friction regarding a 2024 advertisement featuring Kate Hudson, which the report says many people felt was insensitive given the climate of the recent presidential election. By continuing to push the envelope, SKIMS is positioning itself as a brand that prioritizes social media conversation over universal appeal .
This approach reflects a broader trend in celebrity-led enterprises where the goal is not just to sell a product, but to generate a "moment" that triggers algorithmic engagement. The Kardashian family's recurring presence in fashion often relies on this tension between the polished and the provocative, ensuring that their launches reamin central to the digital cultural discourse.
Will the "haunting" imagery alienate traditional holiday shoppers?
Despite the high visibility of the Instagram video, it remains unclear if the "haunting" energy will translate into broad commercial success or if it will alienate traditional consumers who prefer classic holiday warmth. The source notes that the feedback is polarized, but it does not provide data on whether this aesthetic shift is a calculated move to attract a younger, Gen Z audience that favors the "uncanny valley" style.
Furthermore, the report only presents the reactions of social media fans and the brand's own promotional captions.. It remains to be seen if SKIMS will address the "horror film" comparisons directly or if they will lean further into the surrealism as the October 29 launch date approaches.
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