Kim Kardashian casts Riverdale actress Madelaine Petsch as her latest model for SKIMS: ‘When I wear SKIMS I feel sexy’

SKIMS has announced the launch of a new campaign starring actress Madelaine Petsch. 

The 29-year-old ‘ushers in SKIMS’ next era of Cotton’ for Kim Kardashian’s successful brand, it was revealed in a press release shared on Tuesday.

‘When I wear SKIMS I feel sexy and comfortable,’ said Madelaine, who hails from Washington state.

Petsch is best known for her starring role as Cheryl Blossom in The CW’s Riverdale, a pop culture-disrupting series that resonated with teen viewers and Gen Z for seven seasons up until its finale in August 2023.

Along with being a star of one of the most popular teen dramas of the past decade, Madelaine has become a social media phenom in her own right, connecting with millions of next-gen followers.

Pink prettiness:  The 29-year-old ‘ushers in SKIMS’ next era of Cotton’ for Kim Kardashian’s successful brand, it was revealed in a press release shared on Tuesday

SKIMs’ genius: Kim seen on Monday evening at Beyonce’s performance at SoFi in Inglewood

‘I had such a good time on set and felt really confident in my SKIMS, the Cotton Collection is the softest loungewear.’

This campaign introduces new styles to the brand’s most tagged collection ever, the Cotton Collection.

And it highlights how SKIMS continue to engage up-and-coming talent in order to connect with the next generation of consumers and serve as a reflection of pop culture. 

The Cotton Collection – SKIMS’ most viral collection to date – has been updated with all-new color blocked details and the return of the fan-favorite pink colorway. 

The collection features Cotton Jersey and Cotton Rib styles, thoughtfully designed as a modern take on classic cotton underwear.

Shot and directed by Stevie Dance, the campaign launches Tuesday, on Skims.com and across digital and social platforms. 

The new cotton collection will drop on Thursday, September 7th at 9am PT.

SKIMS fever: ‘When I wear SKIMS I feel sexy and comfortable,’ said Madelaine, who hails from Washington state

Cry me a River(dale): Petsch is best known for her starring role as Cheryl Blossom in The CW’s Riverdale, a pop culture-disrupting series that resonated with teen viewers and Gen Z for seven seasons up until its finale in August 2023

Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS is the solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear.

It is also setting new standards by providing solutions for every body, the company has said.

From technically constructed shapewear that enhances your curves to underwear that stretches to twice its size, the brand’s goal is to consistently innovate on the past and advance the industry. 

SKIMS sells directly through its website (SKIMS.com), as well as through select partnerships with retailers including Nordstrom, Selfridges, SSENSE, Net-a-Porter, Lane Crawford, Holt Renfrew and David Jones.

Star power: Along with being a star of one of the most popular teen dramas of the past decade, Madelaine has become a social media phenom in her own right, connecting with millions of next-gen followers

Skim feel: Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS is the solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear