Skims Partners with Olivia Munn for Breast Cancer Awareness Campaign: ‘One Amplified Voice Can Save Lives’
Skims, the shapewear company valued at $4 billion, has launched a breast cancer awareness campaign featuring actress Olivia Munn, marking a shift towards health advocacy in its marketing strategy. The campaign, developed in collaboration with the Susan G. Komen Foundation, aims to raise awareness about early detection while also boosting the brand’s expanding intimates category.
The initiative coincides with Munn’s personal revelation earlier this year of her own breast cancer diagnosis, which sparked a 500 percent increase in visits to Komen’s online risk assessment tool. Paula Schneider, president and CEO of Susan G. Komen, highlighted the impact of Munn’s public disclosure: “When Olivia Munn courageously shared her story earlier this year, Komen.org saw a 500 percent increase in visits to our risk assessment tool—a powerful reminder of how even one single, amplified voice can save lives.” Schneider also emphasized the urgency of the issue, noting that “in the U.S., a woman is diagnosed with breast cancer every two minutes, and every 12 minutes, we lose another to the disease.”
The campaign, shot by renowned photographer Vanessa Beecroft, will run from October 23-31, 2024. During this time, Skims has pledged to donate 10 percent of all bra sales to the Susan G. Komen Foundation. Munn, who stars in the campaign wearing pieces from Skims’ Ultimate Bra collection, expressed her personal connection to the cause: “It’s an honor to partner with SKIMS and Susan G. Komen on this incredible campaign. This cause is deeply personal to me, and I’m proud to help drive awareness and conversation around it”, told PEOPLE.
This partnership reflects a growing trend of fashion brands leveraging cause-driven marketing to build consumer trust while addressing critical public health issues. Kim Kardashian, co-founder and chief creative officer of Skims, positioned the campaign as part of the brand’s commitment to inclusivity. However, industry analysts note that the initiative also strengthens Skims’ standing in the competitive intimates market as it prepares for its anticipated initial public offering (IPO).
By aligning itself with breast cancer advocacy, Skims is not only promoting early detection but also reinforcing its role as a socially responsible brand, fostering a deeper connection with its consumers. The campaign’s combination of celebrity influence, health advocacy, and charitable donations illustrates how fashion and cause-related marketing can intersect for positive impact.