Kim Kardashian posted a SKIMS Mens campaign image on Tuesday, tagged model Lonnie, and closed the caption with #WillFerrell. No explanation came with it.
Lonnie goes by @lonniethehawk on Instagram. He’s one of the campaign faces for SKIMS Mens. The caption kept things simple: a tag for Lonnie, the brand’s men’s collection name, and that hashtag. Nothing else.
Will Ferrell doesn’t appear in the image. As of Tuesday afternoon, neither Kim nor the brand had offered any explanation for the hashtag. The Elf and Anchorman actor hasn’t publicly referenced any SKIMS project on his own social channels. His connection to the campaign, if there is one, hasn’t been confirmed. The hashtag could indicate an upcoming collaboration. Neither side has confirmed anything like that yet.
SKIMS started in 2019 as a women’s shapewear and loungewear brand. Kim built it into one of the more recognized names in the basics space. The line has since expanded to include swim, kids’ wear, and a full men’s collection. SKIMS Mens covers everyday underwear, t-shirts, and lounge pieces. The brand has leaned on inclusive sizing as a core part of its identity since launch, and the men’s side carries that forward.
Kim has been at the center of SKIMS since day one, and the brand has built some notable partnerships over the years – including a deal as the NBA’s official underwear partner. Lonnie has appeared in SKIMS Mens campaign content before, and Tuesday’s image added to that.
Will Ferrell being associated with any part of a SKIMS campaign is a surprising combination. He’s one of the most recognizable comedic actors working today. His film career includes Step Brothers, Talladega Nights, Elf, and Blades of Glory. That output has given him real cultural staying power well beyond his mid-2000s peak. Ferrell is known for big, physical comedy and a very specific brand of American humor. A polished menswear campaign image isn’t exactly his usual territory. That contrast is part of why the hashtag caught so much attention.
SKIMS hasn’t confirmed Ferrell’s role in anything, and he hasn’t posted about the brand on his own channels as of Tuesday. The image may be building toward a bigger announcement – a campaign video or collaboration reveal that the brand hasn’t shared yet.
For now, Lonnie is the face of the image. Will Ferrell’s name is in the caption, and the rest is still unclear. More from SKIMS will eventually make the whole thing make sense.
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