Skims gets cozy in its newest holiday campaign, which stars TikToker Nara Smith and her model husband Lucky Blue Smith — a family-forward rollout that serves as a continuation of the brand’s pop-culture-driven marketing.
Shot by Cass Bird, the campaign features three of the couple’s four children in a series of lived-in tableaux: kids in cotton rib sets, parents in matching fleece.
For Nara, the partnership emphasizes the brand’s thesis that “real life” — or at least, the curated version of it — sells. “The holidays for us are about slowing down and making the ordinary feel meaningful,” she said in a statement. Lucky Blue echoed the sentiment: “It felt like a genuine reflection of how we spend the holidays — relaxed, together as a family. That’s what I love about Skims. It fits into everyday life.”
Nara Smith’s rise from niche TikTok creator to fashion-industry favorite has been one of the year’s most unexpected, and polarizing, arcs. What started as serene, ASMR-style cooking videos making items like Pop-Tarts and cereal “from scratch” has turned into front-row invitations and global brand deals. In the past few months alone, she’s starred in campaigns for Miu Miu and walked in New York Fashion Week.
While Smith has garnered some backlash for her online content, with some criticizing her for endorsing a regression back to the 1950s housewife era, Skims welcomes the nuance with open arms. The brand has already built headlines around unconventional casting choices: from a “White Lotus” men’s campaign, to a college-athlete underwear drop, to an ultra-viral lineup of “It girl” musicians (Ice Spice, SZA, and PinkPantheress among them). Last year’s holiday rollout featured the Kardashian kids alongside a candy-colored loungewear range.
The Holiday Shop itself spans SKIMS’ tried-and-true categories (Cotton Rib sets, fleece loungewear, neutral-toned basics) while layering in gift-ready upgrades — Romance Lace, silk slip dresses, feather-trimmed pajamas and rhinestone bras. The kids’ sleep collection also returns, positioned as the matching-family photo solution for those who don’t want to live in flannel reindeer prints.
Shop the full Skims Holiday collection here, and a few standout items below:
LIMITED-EDITION
Long Sleeve Button-Up Set
Classic Hoodie in Cotton Fleece
