Simran Joshi
Kim Kardashian’s new Skims holiday campaign has come under a lot of fire now that the lavish launch coincided with the declaration of Donald Trump’s victory in the 2024 presidential election. The timing and lavishness of the campaign-featuring stars like Goldie Hawn, and her family-have landed criticism as not being aligned with the current social climate.
A Star-Studded Campaign with Goldie Hawn and Family
The holiday campaign from Skims, a lavish affair with Goldie Hawn, her children Kate Hudson and Oliver Hudson, and their extended families all wearing matching pajama sets. Bringing along her fiancé, Danny Fujikawa, and 6-year-old daughter, Rani, Kate Hudson was joined by older sons Ryder, 20, and Bingham, 13, from other relationships. Oliver Hudson’s wife, Erinn Bartlett, and their children — Wilder, 17, Bodhi, 14, and Rio, 11.
It featured the family frolicking around a sumptuous dining room decked out in sweets and mingling in a kitchen packed with lobster and shrimp, set against the canvas of holiday overindulgence. Skims pitched the family PJs as ideal for the “ultimate holiday card,” with prices starting at $28 for baby sleep onesie and going as high as $120 for adult sleep sets. However, despite the campaign’s power players and upbeat feel, fans were somewhat underwhelmed.
Timing and excess, this is backlash for ‘read the room’
Fans also likely found the timing of the campaign video release unappealing, most especially because it coincided with the date-it came out on the day that Trump declared his victory and when the economic crunch weighs more in many people’s pockets.
One commentator wrote candidly, “Girl please. Completely out of touch.” Another wrote, “Love you kim, but this is not the time,” pointing to the jarring dissonance between luxurious campaign and existing political and social context.
Fans didn’t hesitate to call out the tone-deafness of the promotion. One said Kardashian should “read the room,” and another called it “tone deaf as always.” The criticism reached a crescendo when one disappointed user remarked, “Meanwhile most people can’t afford groceries .
” The backlash has underscored a growing divide between celebrity promotions and the everyday struggles of ordinary people.
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