SKIMS

A self-initiated men's underwear campaign exploring how far styling and art direction can take a deliberately simple product.

I chose SKIMS because the product is deliberately simple, which made it the right place to test how much of a campaign can come from art direction alone. Set against a hard-flash white studio, Everyday Extravagance styles plain cotton underwear the way a brand would style fine jewellery, with gem collars, charm belts and chain harnesses worn over five colourways, on men caught mid-movement rather than posed. The main challenge was the category itself: underwear is one of the hardest things to produce with AI tools, because most of the frame is bare skin and the tools read that as adult content, so much of the work went into getting a clean, commercial result while keeping fit, fabric and waistband detail accurate throughout.