When mommy’s brand meets tween stardom and the internet won’t stop typing.
Kim Kardashian is catching major flak after casting her daughter North West, age 12, in SKIMS’s holiday campaign alongside Cactus Plant Flea Market. The ad, debuting November 20, shows North in a furry hoodie and sweatpants set, rocking electric blue braids, minimal makeup, and a soft, relaxed look.
Critics argue the move is tone-deaf, since SKIMS is known for adult shapewear, and they question whether it is appropriate to put a child in that space. Some fans also slammed the choice of styling and the fact that North isn’t at school in campaign photos. There’s also renewed outrage over earlier episodes, like when North appeared with “fake” tattoos and piercings on TikTok.
@kimkardashian North West for Cactus Plant Flea Market × SKIMS, launching November 20 at 12PM ET. @SKIMS ♬ original sound – Kim Kardashian
Kim defended her decision, saying North’s energy “makes it really special” and that her daughter simply “loves to do this.” She insists she’s trying to balance encouragement with responsibility, even while drawing the sharpest public scrutiny.
This isn’t just a branding misstep. It feels like the latest chapter in a long-running debate: how far is too far when parenting meets business? Kim’s move might boost SKIMS’s holiday buzz, but the internet’s hot takes suggest it might cost her more than the ad drop.
