- Amelia Gray fronts SKIMS' new Ultimate T-Shirt Bra campaign, with the product dropping on May 28, 2026 at 12PM ET.
- The lightly lined bra is positioned as an everyday-wear upgrade on SKIMS' existing lifted-shape silhouette.
- This is Gray's first-ever SKIMS campaign, though she has a pre-existing social connection to founder Kim Kardashian via her former relationship with Scott Disick.
- Gray is currently one of fashion's most in-demand models, fresh off a Burberry SS26 campaign and a Tory Burch NYFW runway walk in early 2026.
SKIMS, the shapewear brand co-founded by Kim Kardashian, has tapped model Amelia Gray as the face of its new Ultimate T-Shirt Bra.
The 24-year-old model is debuting the brand’s new Ultimate T-Shirt Bra, which became available for purchase on May 28 at 12PM ET. SKIMS describes the product as “the same lifted shape you love, now in a lightly lined silhouette for everyday wear.”
The campaign features Gray in a series of sultry photos wearing black lingerie and oversized tees. This marks Gray’s first collaboration with SKIMS.
The brand has a rich history of high-profile campaign stars, previously working with the likes of Rosé, Charli XCX, Nia Long, Olivia Munn, Patrick Schwarzenegger, and Donovan Mitchell, among others.
Kim Kardashian fronted the brand’s NikeSKIMS campaign, part of the landmark NikeSKIMS joint venture announced in early 2025.
On the modeling front, Gray is having a banner 2026. She starred in Burberry’s latest outerwear campaign alongside Lucky Blue Smith, Tyson Beckford, Mona Tougaard, and Liu Wen, and walked for Tory Burch’s Fall/Winter 2026 collection during New York Fashion Week. Her other recent endorsements include campaigns for Vivienne Westwood, Miu Miu, and Givenchy.
In a parallel space, Heather McMahan’s recent SPANX bra campaign also underscores just how competitive the intimates campaign landscape has become in 2026.
Gray previously had an indirect connection to Kim Kardashian through her relationship with Scott Disick, which lasted from October 2020 to September 2021. Gray is currently dating Nicolai Marciano, heir to the Guess fashion empire.
Takeaways
SKIMS continues to prove that its casting choices are never accidental. Tapping Amelia Gray, a model who walked the Victoria’s Secret runway, starred in a Burberry campaign, and has cultural ties to the Kardashian universe, is a calculated move that generates buzz on multiple fronts simultaneously.
The subtle social backstory between Gray and Kim Kardashian adds an extra layer of intrigue that no amount of paid media can manufacture.
At the same time, Gray’s endorsement profile, spanning Burberry, Tory Burch, Vivienne Westwood, and now SKIMSm signals she is firmly in the conversation for fashion’s top tier.
For SKIMS, an everyday-wear bra campaign is a strategic pivot toward wardrobe staples, which could broaden its consumer base well beyond its core shapewear audience.
Does casting Amelia Gray, with her Kardashian-adjacent history, make this feel like intentional brand storytelling, or does it come across as a PR play? Could this campaign mark the beginning of a longer brand relationship between Gray and SKIMS, similar to how Charli XCX and Rosé became recurring faces for the brand?
