North West, the eldest child of Kardashian and Kanye West, has joined her mother as the star model of the brand's new kids loungewear range.
In photos shared on the 40-year-0ld's Instagram, Kardashian and her daughter model side by side in matching grey knit loungewear and slippers.
The shots show Kardashian embracing her daughter in one picture, followed by more playful photos of the mother and daughter duo making funny faces at each other and 'peace' signs to the camera.
The brand has branched into childrenswear for the first time following the loungewear and shapewear line's launch last year.
In other campaign shots, North - who is now a pro at joining her famous parents in their art after performing at West's Paris Fashion Week Yeezy show, during his Sunday services and in his music videos - is joined by several friends in a slumber party set-up, all modelling the cozy clothes.
SKIMS - which incorporates the businesswoman's first name into its label - had a rocky start after initially being named Kimono, prompting a furious backlash and accusations of cultural appropriation for using the name of a traditional and historic Japanese garment.
Following the criticism, Kardashian renamed the brand. Primarily starting with shapewear, something that the reality TV mogul is known to be an aficionado of, the brand has since expanded significantly, with kidswear being the latest move.
So far, Kardashian's other children Saint, Chicago and Psalm have not featured in the campaigns but knowing the famous family's reputation for ambitiously maximising business opportunities, we wouldn't be surprised to see adorable one-year-old Psalm modelling some SKIMS babygrows soon.
Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox.
In need of more inspiration, thoughtful journalism and at-home beauty tips? Subscribe to ELLE's print magazine today! SUBSCRIBE HERE
You Might Also Like