Children across the UK eagerly anticipate a visit from the jolly, red-suited Father Christmas each year. However, a recent festive promotion from Kim Kardashian's brand, SKIMS, has left many wondering if this year's Saint Nick might induce more fear than cheer.
A Santa Makeover Mired in Controversy
The reality TV star and businesswoman is facing significant mockery online after her brand shared a Christmas-themed TikTok video. The clip, intended as a playful promotion, features Santa Claus undergoing a dramatic – and to many, horrifying – transformation. In a stark departure from centuries of tradition, the SKIMS Santa has swapped his iconic plush, festive red suit for a muted, dull beige outfit.
The video, captioned "SKIMS Santa fit check," shows the festive icon stating, "I'm wearing this lovely outfit that Kim sent me." He then reveals the secret to his altered appearance: SKIMS shapewear. "Underneath is the Ultimate Bodysuit in Sienna," Santa shares, attributing his newly svelte figure to the undergarment.
Public Backlash: 'Ozempic Santa' and Sad Beige
Viewers were quick to express their dismay, with criticism focusing on two main issues: the colourless outfit and Santa's noticeably thinner physique. Traditionally depicted as a round, jolly figure, the SKIMS Santa appeared lean, leading to a flood of jokes about weight-loss drugs.
One incensed Christmas fan wrote on X, formerly Twitter, "No way they have Ozempic Santa in sad beige SKIMS." Another commenter lamented, "Perfectly on brand for Kim K. Leave it to her to make even the most joyful time of year beige." The sentiment was echoed by others, with one simply declaring, "This is hell," and another asking, "Why is he skinny and why is the suit baggy?"
The promotion, which offered customers a chance to meet this unconventional Santa with any purchase at the New York SKIMS store, was meant to be festive. Yet, for many, it stripped away the colour and fun synonymous with the season.
Kardashian's Neutral Palette: A Consistent Brand Aesthetic
The controversial choice aligns with SKIMS founder Kim Kardashian's well-documented personal and brand aesthetic. The 45-year-old frequently opts for muted, neutral tones in her own wardrobe and product lines.
Just last week, she showcased a SKIMS collaboration with Nike, wearing limited-edition $118 leggings in beige from the brand's 'truffle and stone' palette. Earlier in December, she was seen in another neutral-toned partnership, this time with The North Face.
This preference extends to her brand's collections. The 2024 SKIMS lineup emphasised neutral colours, and the upcoming 2025 collection is set to introduce four new shades: Bone, Kyanite, Gunmetal, Phoenix, and Onyx. A press release for the collection promises "new and returning silhouettes" that deliver "comfort, style, and functionality."
While the strategic branding is clear, the application to one of the world's most recognisable and colour-filled festive icons has proven a step too far for the British public, who prefer their Christmas traditions – and their Santas – to be joyful, plump, and decidedly red.
