SKIMS

Oct 2024

For the SKIMS Holiday 2024 campaign, creative director and photographer Harmony Korine crafts a surreal, high-energy visual landscape that redefines the traditional luxury fashion house aesthetic. By pairing Tate McRae with unexpected, playful motifs—ranging from oversized polar bear mascots to vibrant, clashing inflatable tube men—the campaign leans into a campy, hyper-saturated narrative that feels both festive and intentionally disruptive. The execution balances high-end commercial polish with whimsical art direction, utilizing studio strobe lighting to emphasize the intricate textures of lace and faux fur, while occasionally shifting into cinematic 3D render and VFX environments to place talent within dreamlike, oversized snow globes. This blend of live-action technique and digital artifice creates a compelling, textured world that feels distinctly modern. The project successfully navigates the intersection of commercial appeal and editorial minimalism, using a stark, cool-toned blue palette to make the primary reds of the collection pop against winter-themed sets. Whether capturing the talent in an outdoor natural light setting or a meticulously controlled studio space, the imagery maintains a consistent sense of playful, high-fashion storytelling. It is a masterful example of how brand identity can be stretched through bold, surrealist creative choices that favor personality and impact over conventional seasonal tropes, ensuring the collection remains central to the narrative while the surroundings lean into a bold, avant-garde holiday spirit.

Commercial, Lifestyle

Live-action Technique

Luxury Fashion Houses, Fashion