Kim Kardashian’s new Skims campaign is extra extra.
The shapewear savant revealed new ads for her billion-dollar brand‘s PJ Sleep collection on Monday night, and the images are inspired by tabloid culture — with several hat tips to none other than the New York Post.
“KIM CAUGHT IN ‘SOFTEST PJS EVER,’” screams the front page of “Skims Weekly,” a fictional tabloid with fonts and layouts that look strikingly similar to ours. “She’s ‘obsessed,’ sources say.”
In the accompanying paparazzi images, 40-year-old Kardashian wears a tank top ($42) and pants ($68) from the forthcoming collection, attempting to go incognito in a Yankees cap, blond wig and dark shades.
Even the story’s copy reads like a Page Six item: “Recently photographed in what appears to be the new PJ Sleep Collection from her clothing brand, Skims, insiders say the entrepreneur doesn’t want to wear anything else,” it begins.
“We reached out to her team for comment … and it looks like the rumors are true! ‘Kim just can’t wait to put them on at the end of the day,’ her rep revealed.”
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In other shots from the campaign, Kardashian hides out in a hotel, sipping coffee while surrounded by stacks of other fake tabloids.
“WHERE IN THE WORLD IS KIM KARDASHIAN,” asks another Post-like paper, “The Informer,” which teases a piece about the superstar outrunning the paps on — what else? — page six.
The Skims PJ Sleep range drops online at 12 p.m. on April 29, sources say.