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Kim Kardashian’s latest campaign is a campy exit from the minimalist, futuristic aesthetic of her choice in recent years. A few months after launching her first swimwear collection under her billion-dollar brand, reality star and entrepreneur July 1 announced the upcoming arrival of Schemes Metallic Swimming: a mix of bikini separate and sporty swimwear available in Gold, Rose Gold and Silver. “Like our regular swimwear, but in metallic material, the same good, thick fabric that holds and holds you,” Kardashian said while wearing a swimsuit on Instagram Store.
The campaign, however, is the real correspondent. Photographed by Nadia Lee Cohen, the shots evoke the extreme luxury of the Hollywood hills, reminiscent of the late 70s, early 80s glam original “Dynasty” soap opera. (Think: bright eyeshadow and big hair.) In the shots she appears in person, Kardashian combines her lame designs with oversized clothing jewelry, a structured cane bag, and strappy sandals. “70’s Poolside Glam High-Cut Heroes Drown in High-Shine Hughes,” the campaign’s logline reads on Instagram.
It comes shortly after Kardashian raised her eyebrows with her new slip set which features a micro crop top that basically stimulates the bottom of the boob. “If I wear it to sleep, it will become a necklace in the morning,” one person wrote on Instagram. Hey, if Kardashian does one thing well, it’s talking to people.
The collection includes five separate mix-and-match bikinis, three one-pieces and two cover-ups, ranging in price from 48 to $ 128. Check out the campaign and browse the entire collection before hitting the Schemes website on July 6 at 12:00 ET.