Shapewear Brand Skims Partners with Breast Cancer Foundation

The latest SKIMS campaign is upon us, this time featuring actress Olivia Munn for Breast Cancer Awareness Month. The 4-billion-dollar valued shapewear’s company latest launch marks a pivot towards health advocacy in its marketing strategy.

In a series of visuals directed by photographer Vanessa Beecroft, Munn proudly reveals her mastectomy scars, a poignant reminder of her ongoing breast cancer journey. She’s also seen wearing the retailer’s Ultimate Nipple Bra in Clay and the Ultimate Teardrop Push-Up Bran in Sienna from the SKIMS Ultimate Bra collection as well as the Multi-way Bra in Onyx and the Back Smoothing Brief Bodysuit in Onyx.

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As per Munn, the idea to show off the scars happened instantly during the photo shoot. “We were in the middle of the shoot and we were changing an outfit that could see more of my scars, and so the makeup artist was touching up my scars, and then we got to the double-mastectomy scars and they were really hard to cover up,” she revealed earlier on. “And then I was looking in the mirror and I just thought, I’m done being insecure about my scars.”

The latest SKIMS campaign coincided with Munn’s personal revelation of here breast cancer diagnosis earlier this year, which reportedly triggered a 500 per cent surge visit in Komen’s risk assessment tool. This newfound partnership showcase a strategic alliance between consumer retail and healthcare advocacy since breast cancer cases continue to rise among women under 50 in the US.

“It’s a great honor to partner with SKIMS and Susan G. Kome on this incredible campaign. This cause is deeply personal to me, and I’m product t help drive awareness and conversion around it,” said Munn. The solutions-wear brand has also committed to donating 10% of retail sales from bras sold through the end of October to Susan G. Komen.

Ultimately, the X-Men Apocalypse actress is glad she worked through any initial hesitations. “I am proud of myself for pushing past that fear,” she said, “and I really hope that other women see them billboards and online and magazines and feel beautiful knowing that they have the same scars that I have and that I’m embracing them.”

Kim Kardashian, SKIMS’ co-founder and chief creative officer, regarded the initiative as an extension of the brand’s inclusivity mission, though industry note it also serves to strengthen the company’s position in the competitive intimates market ahead of its anticipated initial public offering.