SKIMS

Oct 2024

For the It Starts with Skims Fall 2024 campaign, the brand pivots toward a raw and authentic expression of masculinity that leans heavily into the intersection of sportswear and high-end fashion. By utilizing the gritty yet polished atmosphere of a locker room, the campaign grounds its latest offerings in the reality of athletic performance. Photographer Hugh Wilson masterfully captures the essence of this transition, employing soft, directional lighting that emphasizes the architectural textures of the garments against the rugged backdrop. The imagery features NBA star Donovan Mitchell, whose presence brings a grounded, composed intensity to the series. The aesthetic throughout the commercial photography project remains clean and intentional, utilizing natural light to highlight the form-fitting silhouettes of ribbed tanks and compression shorts. By moving away from hyper-stylized editorial minimalism, the campaign instead favors a lifestyle approach that prioritizes comfort and functional aesthetics. The resulting visuals feel both aspirational and accessible, effectively bridging the gap between performance-wear utility and contemporary style. Through a sophisticated use of framing and composition, the work underscores the brand's ability to seamlessly integrate its minimalist design ethos into the high-octane world of professional sports, ensuring the apparel remains the central focus while celebrating the athletic form in a way that feels both timeless and perfectly suited for the season.

Lifestyle, Lifestyle, Commercial, Commercial

Natural light

Sportswear, Fashion