SKIMS

Jan 2026

The latest campaign for Skims, dubbed Skims E-commerce January 2026, marks a sophisticated turn for the lingerie and underwear brand as it leans into a more intimate, narrative-driven aesthetic. Captured through the lens of photographer Carin Backoff, the series features model Michael Yerger in an evocative lifestyle commercial portrait that breaks from standard e-commerce conventions. By positioning the subject against a neutral, beige backdrop, the imagery utilizes soft, natural light to emphasize both the model’s physique and the intricate details of the brand’s signature patterned boxer shorts. The composition feels intentional and grounded, moving away from hyper-polished studio work to capture a moment of quiet, personal sentiment. This editorial approach, highlighted by the inclusion of a light pink bouquet and a sealed envelope, suggests a romantic, storytelling-focused direction for the collection. The interplay between the model’s rugged tattoos and the delicate, thematic props creates a compelling visual tension that feels both accessible and distinctly premium. This project successfully reinforces the brand's ability to pivot its commercial identity while maintaining the high production values expected within the competitive fashion space. Through this refined visual strategy, the work proves that even product-led e-commerce photography can serve as a powerful vehicle for brand storytelling, proving once again that Skims continues to define the modern intersection of comfort and luxury.

Lifestyle, Commercial

Natural light

Lingerie & Underwear, Fashion