The Kim Kardashian SKIMS [IG] machine rolls into summer 2024, with Bridgerton star Nicola Coughlan headlining the Soft Lounge Collection that includes the Long Tank Dress, Soft Lounge Tube Dress, Long Slip Dress in Celeste, Long Sleeve Dress — with styling by Aimée Croysdill.

Across the six Soft Lounge Collection dresses, lensed by uber-talented photographer Elizabeth Porodina [IG]. the Instagram Likes run 65,000 to 1 million per image. / Makeup by Neil Young; hair by Halley Brisker

The dreamy, pastel-hued photos evoke the Featherington florals of the third season of Shonda Rhimes ‘Bridgerton.’

In April, Skims registered at #13 on the Q1 Lyst Index, sitting between Burberry and Louis Vuitton. In a breakthrough for KK, in 2024 even people who can’t stand the Kardashians as a family, are calling Kim Kardashian an absolute genius in the way she is building out Skims.

Of course, Skims operates in close alignment with all three co-founders, including Emma Grede and Jens Grede.Skims is a team effort.

Kardashian and Coughlan have a relationship that dates to Bridgerton’s beginnings.

“I’m so honored to be in Skims’ latest campaign! I’ve been a fan of Skims since the beginning. It’s been my on set lounging outfit since day one,” Coughlan in a statement. “I love that it’s a brand that makes everyone look and feel amazing. The Soft Lounge styles are incredibly flattering, comfortable, and so soft, and so beautiful. Whether I’m wearing them at home or on set I always feel incredible in Skims.”