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Kim Kardashian‘s latest campaign is a campy departure from the minimal, futuristic aesthetic she’s favored in recent years. A few months after launching her first swimwear collection under her billion-dollar brand, the reality star and entrepreneur announced on July 1 the upcoming arrival of Skims Metallic Swim: a mix of bikini separates and sporty swimwear available in gold, rose gold, and silver. “Same really good, thick fabric that holds you in and holds you up, like our regular swim, but in metallics,” Kardashian said while wearing the swimwear on Instagram Stories.
The campaign, however, is the real newsmaker. Photographed by Nadia Lee Cohen, the shots evoke the over-the-top luxury of the Hollywood Hills, with the late ’70s, early ’80s glam bringing to mind the original “Dynasty” soap opera. (Think: bright eyeshadow and big hair.) In the shots she personally appears in, Kardashian pairs her lamé designs with oversize costume jewelry, a structured rattan bag, and strappy sandals. “Go ’70s poolside glam in high-cut heroes dipped in high-shine hues,” the campaign’s logline reads on Instagram.
This comes shortly after Kardashian raised eyebrows with her new sleep set featuring a micro crop top that essentially encourages under boob. “If I wore this to sleep, it would be a necklace by the morning,” one person wrote on Instagram. Hey, if it’s one thing Kardashian is good at, it’s getting people talking.
The collection consists of five mix-and-match bikini separates, three one-pieces, and two coverups, with prices ranging from $48 to $128. See the campaign and browse the complete collection ahead before it hits the Skims website on July 6 at 12:00 p.m. ET.
