Wanna Guess The Colour of Charli xcx’s SKIMS?

Charli xcx is something of an it-girl academic — her cameo-heavy music video for '360' featuring Alex Consani, Julia Fox, and, mother of us all Chloe Sevigny is a testament to that. Well, she’s done it once again by teaming up with cult favourite photographer Petra Collins in SKIMS’ latest campaign. As the ultimate girl next door, the pop pioneer behind Brat Summer (a movement that’s forever changed how we look at neon green) embodies carefree rebellion in SKIMS new cotton collection.

‘SKIMS empowers people to feel confident in their own skin, which is the essence of Brat', said Charli xcx. ‘Shooting with Petra for this campaign was a dream and I was so excited to get on set and wear these timeless, sexy pieces. Also, the puppies were beyond cute.’

Charli xcx is the latest in the SKIMS lineup of pop stars being anointed by Kim Kardashian. The co-founder and chief creative officer of SKIMS explained ‘This is such an exciting time for the brand, and we are honoured Charli and Petra chose to collaborate with us as SKIMS is always trying to highlight individuals at the forefront of culture.’ Previously Lana Del Rey and Sabrina Carpenter have taken their turn as the brand’s it-girls. 

The choice of Petra Collins to shoot the campaign signals SKIMS uncompromising celebration of femininity, not only through the cuts of the brand’s signature underwear like the new Cotton Rib and Cotton Fleece styles that xcx wears, but in the overall creative direction. Collins, known for her distinct feminine and dreamlike aesthetic, brings to life a vision that seamlessly aligns with SKIMS' ethos. Her ability to capture the soft, intimate, and often ethereal aspects of womanhood enhances the brand's narrative, creating visuals that are empowering and daring.