We all know the fairy godmother. In her latest campaign for her apparel brand, Skims, Kim Kardashian puts a spin on that lore by playing a “fairy butt mother.”
The ad announces Skims’ The Ultimate Butt, a collection of nine new styles including shape wear, leggings, and bodysuits.
In the video, a woman sitting in a room of exercise equipment laments, “Why is everything so hard?” Then Kardashian, dressed as a fairy, appears out of thin air.
The woman complains about having to “work for the body that I want.” Kardashian, who introduces herself as a “fairy butt mother,” presents an “easy” solution in Skims’ shape wear, which purports to give “amazing curves immediately.”
The ad was written by comedian and writer Michelle Wolf and directed by Ben Carey—the same duo who wrote and directed Skims’ “Ultimate Nipple Bra” campaign in 2023.
“I love being able to push boundaries and bring humor to our campaigns,” Kardashian, who also serves as Skims’ chief creative officer, said in a statement. “We love showing how looking and feeling your best should be as simple and easy as putting on Skims.”
Co-founded in 2019 by Kardashian and Jens Grede, Skims’ previous campaigns have proven controversial.
The nipple bra campaign, which took the form of a fake climate lesson, upset some activists who claimed it made light of the climate crisis. Other critics said the video capitalized on women’s body insecurities.
And in November, Kardashian faced backlash again for wearing a rosary and using religious symbols in a Skims underwear ad.
Skims made its TV ad debut during last year’s Academy Awards with a sci-fi themed film created by Wieden+Kennedy Portland.
