In a season that celebrates warmth, connection, and comfort, SKIMS has unveiled its 2025 Holiday Campaign starring TikTok sensation Nara Smith and her husband, model Lucky Blue Smith. The couple, joined by three of their four children, brings an intimate, family-first vibe to the brand’s festive rollout—perfectly aligning with SKIMS’ ethos of everyday luxury.
Shot by renowned photographer Cass Bird, the campaign captures the Smith family in candid, lived-in moments: children lounging in cotton rib sets, parents wrapped in matching fleece, and a homey atmosphere that feels both aspirational and authentic. It’s a visual love letter to slowing down and savoring the season.
“The holidays for us are about slowing down and making the ordinary feel meaningful,” Nara shared. Lucky echoed the sentiment, adding, “It felt like a genuine reflection of how we spend the holidays—relaxed, together as a family. That’s what I love about SKIMS. It fits into everyday life.”
From TikTok to the Fashion Front Row
Nara Smith’s journey from serene ASMR-style cooking videos to high-fashion campaigns has been one of the year’s most talked-about transformations. Known for making everything from scratch—yes, even Pop-Tarts—her nostalgic homemaking content has sparked both admiration and debate. But SKIMS embraces her unique brand of modern domesticity, positioning her as the perfect muse for a campaign that celebrates comfort, family, and authenticity.
In recent months, Nara has walked in New York Fashion Week and fronted campaigns for Miu Miu, proving her versatility and growing influence in the fashion world.
SKIMS’ Signature Holiday Style
The Holiday Shop features a curated selection of SKIMS favorites with festive upgrades. Think:
- Cotton Rib Sets for cozy mornings
- Fleece Loungewear in neutral tones
- Romance Lace and Silk Slip Dresses for elevated evenings
- Feather-Trimmed Pajamas and Rhinestone Bras for a touch of glam
For families, the kids’ sleepwear collection returns with matching sets that skip the cliché flannel reindeer prints in favor of timeless comfort and style.
A Campaign That Feels Like Home
This year’s campaign continues SKIMS’ tradition of casting culturally resonant figures—from college athletes to chart-topping musicians like Ice Spice and SZA. By spotlighting the Smith family, SKIMS taps into a narrative that’s both aspirational and relatable: the beauty of togetherness, the joy of slowing down, and the luxury of living comfortably.
Whether you’re shopping for yourself or curating the perfect matching family photo moment, SKIMS Holiday Collection offers something for everyone. Explore the full collection at Skims.com.
Images Courtesy of SKIMS
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