Kim Kardashian taps daughter North West to front new Skims holiday campaign

Kim Kardashian has enlisted her 12-year-old daughter North West to star in the new holiday campaign for her $5 billion shapewear and apparel brand, SKIMS.

The festive collection, created in collaboration with fashion label Cactus Plant Flea Market (CPFM), is set to launch on November 20.

The 45-year-old entrepreneur and reality star unveiled the campaign on Instagram, showcasing North in a cozy holiday pajama set.

The shoot took place in a Christmas-themed dining room decorated with garlands, ornaments and warm seasonal lighting.

North wore her signature long, blue-tinted braids, a “North” nameplate necklace and what appeared to be light makeup suitable for the shoot, noticeably without the faux tattoos and piercings she previously wore for fun with friends.

Kardashian expressed her excitement over working with her eldest child, saying North brings “so much personality” to the campaign. “Our collaboration with CPFM brings a fresh, unexpected twist to holiday loungewear, with pieces that are iconic, playful, and expressive,” she added.

North, who has already built a budding portfolio with a runway debut at age five, a music video appearance with father Kanye West, and a Vogue feature as a baby, last modeled for SKIMS in 2020 alongside Kim and her sister Chicago.

The new SKIMS x CPFM campaign features an eclectic lineup of personalities, including rapper Ken Carson, singers Mariah the Scientist and Beabadoobee, influencer Madeline Argy, and stylist-designer Veneda Carter with her daughter Bobbi.

Kim also shared a behind-the-scenes video of North twirling her hair and declaring, “Everybody is wearing SKIMS,” a clip that quickly drew likes from Khloe Kardashian, Kourtney Kardashian, and Lauren Sanchez.

As North steps deeper into the world of modeling, conversations around child labor laws naturally follow. In states like California and New York, minors working in entertainment and modeling must be compensated, with a portion of their earnings legally required to be placed into a trust account for future use.

Recent SKIMS-related casting calls for national commercials have reportedly offered around $6,500 per project.

North’s recent appearances have sparked online debate, particularly after she wore fake tattoos and piercings. Kim addressed the criticism in a recent interview, explaining the accessories were harmless fun.

“It’s like a Halloween costume. It’s all fake,” she quoted North as saying. The reality star added that her daughter herself called the controversy “a non-issue.”