As Jude Bellingham stars in SKIMS campaign, how A-Listers from Heidi Klum and Sabrina Carpenter are vying to promote Kim Kardashian's brand - as experts praise 'perfectly executed' collaborations

He's one of the world's most in-demand footballers and is set to represent England at the Euros this summer.

But as of last night, Jude Bellingham, 20, now officially has something in common with Heidi Klum, Sabrina Carpenter and Carmen Electra. 

The Real Madrid midfielder sent his fans into a frenzy yesterday when he became the latest in a long list of celebrities to promote Kim Kardashian's SKIMS range - prompting customers to dub the mother-of-four the 'Queen of marketing'.

In the promotional images, the star - who previously had a brand partnership with Lucozade - sported white and grey boxers from the brand as he showcased his chiselled abs.

Last July, SKIMS was officially valued at over $4bn - just over five years after it launched.

Over the years, Kim Kardashian and her team have been quick to capitalise on rising stars - notably snapping up The White Lotus stars Simona Tabasco and Beatrice Grannò weeks after the hit series ended in January.

Earlier this year, the mother-of-four also signed Sabrina Carpenter when the singer was fresh off the Eras Tour, where she had been opening for Taylor Swift in Australia.

Speaking to Vogue Arabia in 2021, Kim said of her business strategy: 'We’re creating the next generation of underwear, shapewear and loungewear by consistently bringing our customers newness and excitement with each drop, and I am so thankful for the dialogue we have with our community along the way.' 

Ad Age's special projects editor Adrianne Pasquarelli highlighted how Kim Kardashian is using her celebrity connections to her advantage.

The expert told Vox in April: 'As a direct-to-consumer brand, they’re able to be very nimble with their marketing.

'[Kim Kardashian] handles a lot of the creative and can turn out that stuff on a dime, especially for a digital campaign. It’s harder to be as flexible and as fast with marketing for heritage companies with a bunch of brick-and-mortar stores and just decades of retailing.' 

As Jude Bellingham becomes the latest celebrity to lend the brand his star power, FEMAIL looks back at the stars who have bagged a coveted deal with Kim Kardashian's brand. 

Sabrina Carpenter 

When Sabrina Carpenter modelled for SKIMS earlier this year, the star was pictured in a 1990s-inspired teenage bedroom setting.

The snaps depicted Sabrina, 24, hanging out in her bedroom, strewn with books and decorated with celebrity posters, as she chatted with a friend on a landline phone and listened to her portable CD player. 

The snaps caught the eye of Sabrina's new boyfriend, Barry Keoghan, 31, who left a racy comment swooning over the snaps.

He left a flame and parched emoji before writing, 'barbie emoji.'

Sabrina's collaboration with SKIMS sparked outrage among Taylor Swift's fanbase at the time - as the singer famously fell out with Kanye and his reality star ex-wife in 2016.

Speaking to FEMAIL, Hayley Knight, co-founder and Director of Communications at BE YELLOW, highlighted how Sabrina was chosen as a symbol of female empowerment.

The expert said: ''The campaigns are all beautifully feminine, yet feminist. All women fronting the campaigns have immense selling power, and are all relevant. 

'It makes good business sense to use them for the brand, especially one known for its powerful collaborations and ambassadorships.' 

Lana Del Ray 

In February, Lana Del Ray was announced as the face of SKIMS' Valentine's Day collection. 

Lana donned a satin blue and lace bodysuit as she posed seductively inside a giant heart with her hands clothed in gloves and a duo of matching bows in her hair.

The singing icon embraced her romantic and retro sides as she posed up a storm in a series of lacy looks in the shoot. 

Praising this collaboration, Hayley Knight added: 'The campaigns are timely and completely inline with the individuals' brand. Brittany's family Christmas, Lana's Hollywood Glamour Valentine's Day and Sabrina Carpenters fun, 90s themed campaign, ahead of her Coachella performance. 

'Though we can't argue that Kim doesn't know what she's doing. The campaigns have been designed around the models, not the other way round, and have been perfectly executed.'

Carmen Electra and Jenny McCarthy 

Last July, Carmen Electra and Jenny McCarthy revived their status as 90s sex symbols by posing together in a provocative SKIMS shoot. 

The MTV icons - Electra, 51, and McCarthy, 50 - modelled nude bikinis as they smoldered for the camera while washing cars.

90s bombshell Carmen looked stunning with smoky make-up and frosted lips.

McCarthy said: 'I couldn't be more excited to be a part of SKIMS' latest campaign. The energy on set was incredible, especially shooting alongside Carmen, who looks amazing!

'It felt like we were back in the '90s, and years later we're still having fun!'

The pair are longtime pals, having risen to fame together on MTV and via glamor modelling for Playboy.

Brooke Shields 

Back in 2022, Brooke Shields was another A-List celebrity who agreed to model for SKIMS.

At the time, the star, 59, said she was 'honoured' to have been asked and gushed about how 'confident' the clothing made her feel.

Speaking about the experience on What Happens Live with Andy Cohen in April, Brooke added: 'I was so happy that at this age that anybody wanted to see me in anything that looked like underwear. 

'So I was very proud that she wanted to represent women my age in lingerie and I knew they were going to treat me well and take care of me.' 

Kim Cattrall & Nelly Furtado 

In October 2023, Kim Cattrall became another A-List celeb to model for the brand.

The 67-year-old actress showed off her toned figure in a plunging black bodysuit and stiletto heels in a video posted by Kim Kardashian for her shapewear brand. 

At the beginning of the clip, the Sex and the City star was filmed sitting atop a table and speaking to the camera.

'How do I feel about Skims? Oh, you'd like to know, wouldn't you? Freakin' fabulous,' she said while giving a wink in the clip. 

The five-time Emmy nominee was also joined by model and Barbie actress Hari Nef, singer and Bel-Air actress Coco Jones, To All the Boys I've Loved Before actress Lana Condor, and Grammy-winning singer-songwriter Nelly Furtado for the campaign.

In a press release for the campaign, Cattrall gushed about working with the brand and her favorite piece from the collection.

'It was so freeing to be able to pick my favorite SKIMS looks for the campaign, and the piece I loved the most was the Sculpting Mid Thigh Bodysuit,' she stated.

'It's a phenomenal fit,' she continued. 'And it makes me feel confident whenever I wear it.' 

Sharing a series of images from the shoot, fellow ambassador Nelly Furtado added: 'Everybody's wearing SKIMS! Confidence was high wearing my favorite SKIMS on set.' 

Cardi B 

Later that month, Cardi B became another celebrity to join Kim Kardashian's SKIMS family.

Appearing with lengthy, wavy, wine-colored locks, the rapper teased fans in a brief video advert shared across social media. 

'Everybody’s wearing @skims, are you?' Cardi cooed in the commercial, and echoed in an Instagram caption.

Kardashian, who turns 43 on October 21, also posted the content on her Instagram account and wrote: 'CARDI B FOR @SKIMS.'

The advert saw the Grammy-winning music artist don a beige tank top and matching briefs.

Cardi posed against a neutral-toned backdrop - Kardashian's signature aesthetic - as she modelled the sexy loungewear.

Other outtakes from the collection featured the former reality television personality in a forest green lounge bra and coordinating shorts.

Heidi Klum, Tyra Banks, Candice Swanepoel and Alessandra Ambrosio 

In April 2022, Kim Kardashian announced that she had signed some of the world's biggest supermodels to promote SKIMS.

Announcing Heidi Klum, Tyra Banks, Candice Swanepoel and Alessandra Ambrosio as ambassadors, Kim said: 'It doesn't get more iconic than this.' 

Kim selected all four household names to star in the campaign showcasing the models’ strength, energy, and everlasting allure with imagery that reflects the group’s enduring legacies, it was shared in a Monday morning press release.

After the first batch of photos were shared, more were seen with Kim included. The TV siren was in a nude bra and panties as she was placed between the catwalk legends. 

'OK so I wasn’t supposed to be in this @SKIMS campaign but I stopped by and jumped in because it was too iconic. Introducing Tyra, Heidi, Alessandra and Candice wearing our signature SKIMS Fits Everybody collection,' wrote Kim in her Instagram caption. 

Kate Moss 

In July 2021, Kate Moss was one of the first A-Liners to become a SKIMS ambassador.

The model, 50, was pictured wearing a matching white set as she posed lying down on her side before changing into a nude two piece. 

On Instagram, Kim shared incredibly striking images of Kate posing for line of shapewear while she also penned gushing captions about Kate.

The announcement came just weeks after the duo were spotted at the Vatican together, where they stepped out with Kate's daughter Lila.

Kim gushed: ''I first met Kate in 2014 through Ricardo Tisci and was instantly struck by her cheeky sense of humour, authentic and classic beauty and we've been friend ever since!

'She is the fashion icon. Defining a whole generation of style and I am honoured to feature her as the new face of SKIMs this summer'. 

Raye & Ice Spice 

In April 2023, Raye and Ice Spice were among the rising music stars who fronted a new SKIMS shapewear campaign.

In the caption of the post promoting the collection, Kim wrote: 'Everybody’s wearing SKIMS.

'The next generation of our viral shapewear launches on Thursday April 27, worn by a new generation of musical stars: @icespice @pinkpantheress @raye and @nessabarrett.' 

At the time, Raye - who won SIX awards at this year's Brits - was sky-rocketing in popularity thanks to her songs going viral on TikTok.

In January 2023, Raye's single 'Escapism' went to UK number one and became a huge hit on TikTok. The single now has been used in over 700,000 videos on the social media platform.

The star partnered up with TikTok for the launch of their #ElectronicMusic campaign in September and her single Call on Me was also named the platform's Song of the Summer in 2021.

Meanwhile, Ice Spice's career was about to take off - as her duet with Taylor Swift on her single 'Karma' would be released the following month.

The musician said in the press release: 'Skims just gets it and makes me feel extra snatched.' 

Brittany Mahomes 

Last November, Brittany Mahomes and her NFL quarterback husband Patrick posed for a holiday-themed SKIMS photoshoot. 

'We loved shooting for SKIMS as a family and had the best time on set,' said Brittany. 'The matching sets and prints are so adorable and cozy. SKIMS will be a staple for our entire family for the holidays and beyond.'

'This is our first campaign as a family, and shooting for SKIMS all together was an awesome moment,' said Patrick. 'I'm all about comfort and these sets will be my go-to at home all season.'

Again, the collaboration sparked backlash among Taylor Swift's fanbase - as the singer had been pictured getting friendly with Brittany during their partners' games.

However, brand expert Hayley Knight said this photoshoot was another example of a SKIMS collaboration that was 'timely and completely inline with the individuals' brand'.

Usher 

In February, Kim Kardashian called upon Usher to be the face of a SKIMS men's underwear campaign. 

The 45-year-old R&B crooner stripped off in a series of new images for the brand, as well as a commercial.

The U Got It Bad hitmaker showed off his chiseled abdomen and brawny arms as he modeled boxer briefs and various T-shirts.

 He wore glinting, conspicuous chains around his neck, including one complete with a cross pendant that rested on his toned chest.

The sexy advert even included peach prop, which the singer tantalizingly squeezed in one photo, letting the juice of the fruit trickle down his arm.

Kardashian's caption went on to tease, 'Another juicy surprise: The Grammy-winning icon’s new album, COMING HOME, launches Friday, February 9 midnight EST worldwide and SKIMS is releasing an exclusive, limited edition digital download version with alternative album cover with bonus track “Naked,” available only on skims.com for 1 week.' The note finished, 'Join the waitlist list to be the first to shop.' 

In the sultry accompanying commercial, Usher introduce himself by spelling out his first name, a nod to lyrics in his hit 1997 song Nice & Slow.

He spoke firmly to the camera as he professed, 'What I do is entertain.'

Then he added, while confidently tossing the peach around, 'I'm wearing SKIMS cotton boxers.'

Last night, Jude Bellingham took over from Usher as the face of SKIMS' male underwear range.

In the video, shared on the SKIMS Instagram account, Jude can be seen sporting a pair of dark grey boxer shorts.

Speaking to the camera, he says: 'I'm Jude Bellingham. Everybody's wearing SKIMS.' 

Alongside the post, the brand wrote: '@JudeBellingham for SKIMS. Ahead of the Euros, the record-breaking England player sports our Mens underwear.'

In a press release sent to DailyMail.com at the time, Kim said: 'The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS’ commitment to providing solutions for everybody.

'To have an icon like Neymar be the face of our launch campaign, along with NBA All-Star, Shai and NFL’s top Defensive Player Nick.

'I think speaks volumes to the way SKIMS has evolved into becoming a brand that can provide comfort for all audiences, not just for women.

'I am incredibly excited about this next chapter for SKIMS and cannot wait for everyone to experience our amazing range of products.'