Usher is the new face of Kim Kardashian’s underwear business, SKIMS, following their recent collaboration.
The 45-year-old stated in a statement, “When I was approached to collaborate with SKIMS Mens, I was really humbled. Kim is a longtime friend of mine who has always been very supportive of my work, so the opportunity to work together on a campaign to support both of our highly anticipated releases made perfect sense. Launching this campaign ahead of several career milestones feels like a full circle moment, since SKIMS is supporting the release of my new album, Coming Home.”
According to The Hollywood Reporter, the Grammy-winning rapper was invited to participate in the campaign after performing his latest album for Kardashian.
“She listened to my album.” Believe it or not, she’s like a fairy god-A&R, just waiting to offer you her opinion. We curated a tiny group of individuals in Las Vegas. She listened to the music and decided, “I want to do something to support what you’re doing.” And this was one of the things we did because of our friendship,” he said.
Nonetheless, their partnership extends beyond clothing. Usher and SKIMS have also collaborated to release an alternate album cover and the additional track “Naked” from the new album. However, the digital download is only available for one week on SKIMS’ official website, according to Vibe.
The R&B performer stated in the video commercial that his new album is “all about romance.” “It deals with love, happiness, and joy.” “It is a love story, but it is romantic,” he stated.
SKIMS Mens’ most recent drop became the brand’s largest refill to date. Usher stars in the campaign wearing items from the Stretch and Cotton ranges.
He told The Hollywood Reporter, “The concept began with the photo that is my record [cover], in which I am holding a peach. We shot the reverse of that photo, which was the first to be released, and then, because I love Kim, I decided to promote Skims. “It was really in conjunction with the album,” the music star explained.
The menswear line includes four new colors: Stone, Midnight Blue, Military, and Oxblood. It will be on sale February 12 at 9 a.m. PT.
According to TMZ, Usher’s new association with the business follows Kardashian’s recruitment of other “hot” celebrities to market her brand, including Nick Bosa and Neymar Jr.
This week, 45-year-old Usher will headline the Super Bowl LVIII halftime show on Sunday, just two days after the release of Coming Home, his ninth studio album, on Friday, February 9.