Just after Donald Trump was confirmed as the winner of the 2024 presidential election, Kim Kardashian sparked controversy by launching a new promotional campaign for her fashion brand, Skims. Many fans and netizens expressed their displeasure, accusing Kim of being out of touch with the current political and economic climate.
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With a festive theme and luxurious setting, the Skims Holiday campaign showcases a collection of family pajamas in a stylish and high-end design. The campaign video gained attention with the participation of Hollywood star Goldie Hawn, her children Kate Hudson and Oliver Hudson, and their families, all wearing matching pajama sets in warm holiday colors.
Public Reaction to the Timing of the Skims Holiday Campaign Launch
Amid the economic challenges faced by many Americans, as well as the tense political climate surrounding the presidential election, Kim’s campaign was deemed “insensitive” by some. Numerous Instagram comments expressed dissatisfaction with her choice to launch the product line right after Trump’s victory was announced. One user commented, “Girl please. Completely out of touch.”
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Some people felt that Skims’ campaign targeted the wealthy with its luxurious visuals and opulent setting. In the video, Goldie Hawn’s family is shown joyfully dancing around a grand dining room, enjoying lobster, desserts, and other high-end delicacies. The campaign’s sleepwear, priced from $90 to $120, struck a nerve for those who felt the high cost was out of reach for most consumers.
Another Instagram user wrote, “Love you Kim, but this is not the time.” Other comments such as “tone deaf as always” and “meanwhile most people can’t afford groceries” reflected fans’ displeasure.
Skims Holiday Campaign’s Message and the Waves of Controversy
Kim Kardashian’s goal with the Skims Holiday Campaign was to evoke a warm, family-oriented feel through holiday-themed sleepwear. In the campaign, Skims promotes these as “matching lounge sets for the ultimate holiday card.” However, the high price of these products has created a disconnect with the average consumer. Specifically, the adult Unisex Sleep Set costs $120, the Long Sleep Set is priced at $90, while the Kids and Baby Sleep Sets are $38 and $28, respectively.
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This price point led many fans to feel that Skims is out of touch with the current economic realities. Many comments pointed out that, given the current economy, few are willing to spend significant amounts on family pajamas. The campaign’s luxurious products appear to cater mainly to the wealthy, creating an image of being “out of touch.”
Kim Kardashian Remains Silent Amid Backlash
As of now, Kim Kardashian has not responded to the public’s reaction. Her team has also not issued any comments on the choice of timing for this campaign launch. This is not the first time Kim has faced criticism for being insensitive in her marketing strategies.
Kim’s decision to remain silent amid criticism is not new; she has faced backlash for past campaigns and has often chosen not to respond. However, as a businesswoman and public figure, Kim’s handling of this situation could impact her public image and reputation.
Skims: Success and Future Challenges
Since its launch in 2019, Skims has quickly become one of the top names in loungewear and sleepwear due to its style and quality. Skims is also known for choosing top celebrities as brand ambassadors. Previously, singer Tate McRae appeared in a Skims ad campaign, wearing striking red lingerie.
Despite the current backlash, Skims remains a prominent brand in the fashion industry. For Kim, the biggest challenge going forward will be to balance the brand’s luxury appeal with cultural and economic sensitivity, something today’s consumers increasingly expect.
