Post Malone models SKIMS underwear in Realtree camo campaign

Post Malone discusses his first underwear campaign with SKIMS and its Realtree camo collection, describing the shoot as terrifying and sharing how he prepared.

Post Malone Models SKIMS Underwear in Realtree Camo Campaign

Post Malone makes his SKIMS debut in a menswear campaign that features the Realtree camo collection. The shoot took place in Utah and was photographed by Theo Wenner. Malone says the experience was terrifying and notes he shifted his prep toward embracing the brand silhouettes that helped him feel confident. He also jokes about hoping for messages from fans and reveals a playful approach to getting comfortable in underwear. The collection includes relaxed fit tops and bottoms and marks SKIMS ongoing partnership with celebrities to expand its reach beyond traditional shapewear.

The campaign sits within SKIMS broader slate of celebrity collaborations and product launches. It comes as the brand expands into rugged aesthetics while continuing to push new lines such as a beauty adjacent offering and shapewear innovations. The Realtree camo motif adds a outdoorsy touch while keeping a fashion forward edge, aligning with a growing trend of utilitarian style in mainstream campaigns.

The campaign shows how fashion brands blend masculinity and sensuality by featuring a male star in underwear with a rugged camo aesthetic. It signals SKIMS intent to broaden its audience by leveraging celebrity appeal and a outdoorsy vibe that appeals to a wide demographic. The choice of camouflage taps into contemporary nostalgia while testing the boundaries of traditional ad norms for underwear. As fans engage online, the campaign could boost visibility and sales, but it also invites scrutiny from viewers who see such campaigns as performative or contrasting with mainstream menswear expectations.

Overall, the move reflects a shift in fashion marketing toward more diverse representations and cross category collaborations. It highlights how iconic images and humor can soften a serious product category while keeping a sharp eye on social media reaction and retail performance.

Highlights

Fashion keeps testing boundaries and surprising audiences at every turn.