Post Malone stars in SKIMS campaign

A rugged outdoor campaign for SKIMS features Post Malone in camouflage briefs, highlighting a slimmer physique and a country aesthetic.

Post Malone debuts weight loss in SKIMS campaign wearing camo briefs

Post Malone stars in Kim Kardashian’s SKIMS menswear campaign, shot in Utah’s rugged landscapes. The visuals showcase his slimmer look, camouflage briefs, and scenes of wood chopping, horse riding, and relaxed outdoor moments. The campaign marks Malone’s first foray into SKIMS men’s wear and is anchored by Realtree camouflage undergarments and fleece loungewear, with a release set for August 21 on the brand’s website. Kardashian praised the collaboration, calling Malone the perfect face for the launch, as the brand expands its menswear line and introduces new fleece options. Malone discussed the shoot with GQ, calling the experience a confidence boost and joking about his preparation, which included a lighthearted take on comfort and routine.

The campaign sits at the crossroads of music, fashion and lifestyle branding, using a rugged outdoors vibe to frame Malone as a broader lifestyle icon rather than just a rapper. It signals SKIMS’ ambition to translate its genderless sensibility into a male-focused line, bolstered by a celebrity pivot that aligns with Malone’s country music direction. The visuals aim to blur boundaries between star power and everyday authenticity, a trend brands lean on to generate shareable content. At the same time, weight loss as a visual cue invites scrutiny of health narratives and body image in celebrity culture, raising questions about how brands and artists curate public personas for market impact.

Highlights

The campaign marks another chapter in how celebrities shape fashion narratives beyond traditional tabloids.