SKIMS

Jan 2025

For the SKIMS Cold Weather Fall 2024 ad campaign, the brand leans into a high-fashion approach to winter utility, transforming the stark, moody landscape of a snow-covered forest into an editorial playground. The collection is captured through a lens of quiet, cinematic intensity, utilizing low-key chiaroscuro lighting to juxtapose the brand's signature soft, monochromatic palettes against the deep, dark silhouettes of towering pine trees. Photographer Hugh Wilson masterfully employs natural light and strategically placed studio strobes to heighten the tactile quality of the collection, bringing rich textures—from plush faux-fur trims and quilted fabrics to dense, technical fleece—to the forefront of the imagery. Featuring models like Tashi Cheodak, whose direct gaze maintains a poised, grounded presence amidst the atmospheric snowfall, the campaign eschews traditional winter cliches for a sleek, elevated aesthetic. With expert styling by David Friend and impeccable makeup artistry by Esther Foster, the project successfully bridges the gap between commercial sportswear and high-end editorial minimalism. By blending live-action techniques with sharp, directional composition, the campaign feels both intimate and expansive, ultimately framing the SKIMS aesthetic as a sophisticated, must-have uniform for the coldest months of the year, perfectly balancing warmth and technical precision with a cool, winter-themed sophistication.

Editorial, Editorial, Lifestyle, Lifestyle, Commercial, Commercial

Natural light, Natural light

Luxury Fashion Houses, Luxury Fashion Houses, Fashion, Fashion