SKIMS

Jul 2026

For its spring 2026 ad campaign, SKIMS embraces a surprising pivot into tongue-in-cheek humor, recruiting comedian Will Ferrell to headline a series of irreverent, highly stylized portraits. Moving away from traditional high-fashion polish, the campaign channels a deadpan sensibility that disrupts typical underwear marketing tropes. Photographer Nadia Lee Cohen drives the visual narrative, utilizing a consistent studio strobe technique to create a clean, minimalist aesthetic that allows the juxtaposition between the elevated loungewear and the absurdist styling to shine. By pairing ribbed tank tops and briefs with eclectic accessories like pearl chokers, puka shells, and HAWK-branded golf visors, the imagery creates a deliberate clash of suburban dad archetypes and editorial minimalism. Each frame is meticulously balanced, utilizing the uniform grey backdrop as a neutral stage for Ferrell’s contemplative, deadpan expressions. Through this commercial project, the brand effectively leans into a playful, self-aware identity, proving that even the most structured studio photography can be injected with personality and wit. The execution highlights the texture of the garments through soft, even lighting, ensuring the product remains central while the overall mood remains unmistakably comedic. This campaign ultimately succeeds by refusing to take itself too seriously, leveraging star power to deliver a memorable, lifestyle-driven visual story that feels both high-concept and refreshingly grounded within the modern fashion landscape.

Commercial, Lifestyle

Studio strobe