Kim Kardashian is coming under fire for the way she chose to promote her loungewear brand’s latest holiday campaign. This year, the Skims holiday ad campaign features Goldie Hawn, two of her famous kids (actors Kate Hudson and Oliver Hudson), and other members of their family wearing matching pajama sets from the Skims Holiday Shop. However, when Kim shared the campaign on Instagram, fans didn’t seem overly impressed.
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Fans called Kim 'out of touch' and 'tone deaf.'
The comments on the Skims holiday campaign video were overwhelmingly negative. Many fans took issue with the timing of the campaign launch, as Kim chose to share the video just a day after Donald Trump won the 2024 presidential election.
“Love you kim, but this is not the time,” one fan wrote in response to the video.
Others called Kim “tone deaf as always,” “incredibly insensitive” and “completely out of touch.”
In addition to being shared just after the election, the video involved playing around with food and having a food fight. To some, it seemed wasteful.
“Meanwhile most people can’t afford Groceries 😢,” one person commented.
Some people called Kim out for her 'silence.'
Some fans were also skeptical of Kim because she didn’t speak up about the 2024 presidential election. Kim is a criminal justice reform advocate and has used her platform to advocate on behalf of the Menendez brothers. In 2016, she shared that she was voting for Hillary Clinton, and she celebrated President Joe Biden’s win in 2020.
This time around, fans thought Kim seemed rather quiet. She also wished Ivanka Trump a happy birthday a few days before Election Day, which some people saw as problematic.
“kim k posting this a week before the biggest election in history is a deliberate choice and i’m not saying i expected anything more from her or her family but wow!!” one person wrote on X.
Commenting on her recent Skims holiday campaign video, one fan commented, “Your silence during the most consequential election of our lifetime, speaks volumes.”
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'We want to create a sense of family that feels inviting,' Kim said of the Skims holiday campaign.
While some fans perceived the Skims holiday campaign as “out of touch,” it’s meant to feel cozy and “inviting.”
“We design our holiday collections to be iconic and full of surprises, but at the heart of it, we want to create a sense of family that feels inviting,” Kim said in a press release, per People. “The Hawn/Hudson family’s magnetic and playful energy truly emanates throughout the campaign, adding such warmth to the collection.”
Kate Hudson shared photos from the campaign on her Instagram.
When Kate Hudson shared photos from the Skims holiday campaign on Instagram, she wrote that she “finally got a family holiday card.” In the comments, some fans wondered why the How to Lose a Guy in 10 Days star chose to work with the brand.
“Sorry…you lost me at SKIMS🤷🏻♀️,” one person commented.
“Skims? Really?” another comment read.
However, Kate has a personal reason for working with the brand. “I’ve known Kim since we were very little and … to see her [and her partner’s] success with Skims has been remarkable,” Kate told Harper’s Bazaar.
People also called the Kardashians out for celebrating Kris Jenner's birthday on Election Day.
In addition to questioning the timing of the Skims campaign launch, fans commented on how the Kardashians chose to spend Election Day, when the Kardashians shared numerous photos from Kris Jenner’s 69th birthday party. To be fair, Kris’ birthday was November 5 — but still, fans on Reddit called the birthday celebration “tone deaf,” too.
“Let them eat cake! — Kris Jenner, probably,” one person wrote.
