5 Shocking Reasons Post Malone’s SKIMS Ad Broke The Internet: The ‘Terrifying’ Shoot That Gave Him A New Confidence

The latest SKIMS Men’s campaign, starring musical chameleon Post Malone, has not just launched a new collection—it has ignited a massive conversation across the internet. Released in late 2024, the advertisements feature the "Sunflower" singer stripped down to underwear and lounge essentials, showcasing his extensive tattoo collection and a noticeably slimmer physique. This bold move by Kim Kardashian's brand to feature the rapper-turned-country-artist in a "rugged" and Western-inspired photoshoot has been hailed as a masterstroke of marketing, blending high fashion with raw, authentic celebrity appeal. The campaign quickly went viral, not just for the striking visuals captured by photographer Theo Wenner, but for the story behind the images: a man stepping outside his comfort zone and finding a profound boost in self-assurance. Post Malone himself admitted the experience of modeling in his underwear was "terrifying," yet the resulting images—featuring him in everything from camo briefs to heavyweight fleece—have redefined the public’s perception of both the artist and the SKIMS Men's line. This article dives deep into the five most talked-about elements that made this collaboration a cultural phenomenon.

Post Malone: The Man Behind the SKIMS Campaign

The artist known as Post Malone, born Austin Richard Post, has always defied easy categorization. His career trajectory, from SoundCloud rapper to multi-platinum genre-blender, makes him one of the most unique figures in modern music.

• Full Name: Austin Richard Post
• Date of Birth: July 4, 1995
• Age (as of late 2024): 29
• Place of Birth: Syracuse, New York, U.S.
• Occupation: Singer, Rapper, Songwriter, Record Producer
• Genre: Hip hop, pop, R&B, trap, rock, country
• Debut Album: *Stoney* (2016)
• Recent Music Project: *F-1 Trillion* (2024), his first full-length country album.
• Notable Features: Extensive facial and body tattoos, which became a central element of the SKIMS campaign.
• Key Collaborations: Swae Lee, 21 Savage, The Weeknd, Ozzy Osbourne.

Post Malone’s decision to front the SKIMS Men’s campaign was a significant pivot, marking his first major foray into high-profile fashion modeling, particularly in the intimate apparel space. The partnership was described by SKIMS founder Kim Kardashian as a "perfect fit," recognizing Malone’s ability to connect with a diverse audience and his embrace of authenticity.

1. The Shocking Weight Loss and Confidence Boost

One of the most immediate and widely discussed aspects of the SKIMS photoshoot was Post Malone’s noticeable physical transformation. The artist has been open about his journey to a healthier lifestyle, and the campaign photos showcased his slimmer, more toned physique. The visual contrast between the "Rockstar" singer's previous public appearances and the raw, unedited nature of the SKIMS images captivated fans. While the campaign was designed to sell clothing, it inadvertently became a celebration of Malone's personal health achievements. Fans and media outlets alike praised his new look, noting how his confidence radiated through the photographs. Malone himself admitted that the process of stripping down for the camera was initially "terrifying," comparing the experience to a "Sasquatch sighting." However, he later revealed that seeing the final images gave him a "big confidence boost," turning a moment of vulnerability into a source of personal empowerment. This narrative of overcoming self-consciousness resonated deeply with the public, shifting the focus from just the product to the artist's personal journey.

2. Introducing the Rugged, Western-Inspired Aesthetic

SKIMS, a brand primarily known for its sleek, minimalist, and comfortable shapewear and loungewear, took a bold stylistic turn with the Post Malone campaign. Photographer Theo Wenner was tasked with capturing a "rugged" and unpolished vibe, which perfectly aligned with Malone’s recent pivot into the country music genre with his album *F-1 Trillion*. The photoshoot leveraged a distinctly Western and outdoorsy setting. In one of the most viral shots, Post Malone is seen wearing nothing but a cowboy hat and a pair of SKIMS briefs, leaning into a country-themed aesthetic. This "rugged" approach was a deliberate move to expand the SKIMS Men's demographic, proving that the brand’s comfort and fit were not exclusive to one type of man. By juxtaposing the softness of the cotton essentials with the grit of a Western backdrop, the campaign successfully created a unique and memorable visual identity, proving that comfort can coexist with a masculine, outdoorsy spirit.

3. The Camo Briefs and Heavyweight Fleece Collection

The campaign wasn't just about Post Malone; it was a major push for specific products within the burgeoning SKIMS Men's line. The collaboration prominently featured new, highly anticipated releases, particularly those with a tactical and durable feel. The standout product from the collection was the introduction of the Realtree® Camo Prints on the brand's signature underwear. Realtree®, a company known for its realistic camouflage patterns, brought an element of outdoor utility to the typically soft and minimalist SKIMS aesthetic. Malone was featured modeling these camo briefs, which quickly became a talking point for their unexpected design. Beyond the underwear, the campaign highlighted the SKIMS Basics and the new Heavyweight Fleece collection, including the Heavyweight Fleece Jogger and Zip-Up Hoodie. These pieces emphasized the brand's commitment to high-quality, durable essentials for everyday wear, expanding the line beyond just basics to include premium loungewear. By featuring these items on a celebrity with a non-traditional fashion background, SKIMS signaled that their menswear is built for comfort and style, regardless of a man's personal aesthetic.

4. The Power of Authenticity and Tattoos as Art

Post Malone is defined by his extensive collection of tattoos, which cover his body and face. The SKIMS campaign made a conscious decision not to hide or airbrush these unique markings. Instead, the "Congratulations" artist's tattoos were featured prominently, almost as a second skin, turning the underwear shoot into a display of personal art. This decision reinforced the SKIMS brand's commitment to inclusivity and authenticity. By celebrating Malone's unique appearance, including his face tattoos and body art, the campaign sent a powerful message: comfortable, confidence-boosting clothing is for everyone, regardless of unconventional style choices. The raw, unfiltered look of the photos allowed fans to connect with the artist on a more personal and genuine level. The public reaction was overwhelmingly positive, with fans "fawning over him and his physique," and specifically loving the display of his tattoos.

5. The Kim Kardashian Marketing Genius: Blending Genres

The choice of Post Malone by Kim Kardashian and the SKIMS team is a testament to their calculated and successful marketing strategy. SKIMS has a history of tapping celebrities who are at a cultural inflection point or who represent an unexpected market segment, such as Usher, Patrick Mahomes, and Nick Viall. The timing of the Post Malone campaign was impeccable. It coincided with the release of his country album, *F-1 Trillion*, capitalizing on his shift in genre and his increased visibility in a new cultural space. This strategic alignment allowed the campaign to tap into both his existing massive following and the new, burgeoning audience he was gaining in the country music scene. Kim Kardashian herself noted that the partnership was about finding someone who embodies comfort and confidence, regardless of their public persona. By choosing a celebrated artist known for his unique style and recent lifestyle changes, SKIMS successfully generated massive media attention and solidified its position as a major player in the men's apparel market, proving that the brand is about more than just celebrity endorsement—it’s about cultural relevance.