Kim Kardashian chose Post Malone for a new SKIMS Men’s campaign, and the internet cannot stop gushing. The campaign features Malone trading stage lights for a wide-open Western backdrop. And casting Malone was no accident, with multiple insiders claiming Kardashian personally chose the musician to lead the rollout. The socialite reportedly believes his look and persona would reset the men’s line with a rough edge.
Kim Kardashian thinks Post Malone is called ‘sexy in a rugged way,’ says source
As per Rob Shuter’s report on Substack, Kim Kardashian deliberately cast Post Malone for the latest SKIMS Men’s campaign. A source told Shuter that Kardashian viewed the singer as “sexy in a rugged, unexpected way.” Everything from Malone’s tattoos to the campaign’s cowboy styling added the contrast Kardashian wanted from the shoot.
An insider claimed, “Kim wanted shock value,” adding, “She knew Post would surprise people and bring an energy no one else could.” The visuals say it all. Shot on a Utah ranch, the photos show Malone in different settings.
In one, he rides a horse wearing a cowboy hat, and stands with an axe in another. A third photo shows him lounging across a fence in denim and boots, while several photos show him stripped down to camo-print boxers, leaning into an outdoorsy aesthetic.
SKIMS previously cast mainstream celebrities, including Patrick Mahomes and Usher. Hence, choosing Malone marked a shift in the campaigning process. According to an insider, “She thinks Post embodies authenticity and edge.” The insider added, “That’s the new direction for Skims Men.” Reportedly, the goal is to widen the brand’s reach, speaking to customers who enjoy a more lived-in style.
For the SKIMS campaign, Kim Kardashian mixed theatrics and authenticity by choosing Post Malone. This is proof that, for Kardashian, the creative bet hinges on surprise and specificity. By creating a contrast with Malone’s persona, SKIMS tells a different tale, welcoming a different kind of audience and customers to the brand.
Originally reported by Ishika Mishra on Reality Tea.
