Skims taps three generations of Kate Hudson’s family for new holiday campaign

As the temperature continues to drop, Removes getting ready for the season of fleece pajamas and matching outfits.

Over the past few years, the loungewear brand, led by founder Kim Kardashian, recruited a famous family year to help promote them holiday store. And this year, they’re continuing the tradition with a new shoot featuring beloved Hollywood legend Goldie Hawn, her two children, actors Kate Hudson and Oliver Hudson, and all of their spouses and children.

The campaign, shot by Harmony Korine, features a multi-generational family rocking matching patterned sets, dancing, playing with giant props and having what they call a “curated food battle.”

a group of people dressed in matching holiday outfits holding trays of food

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As it turns out, this campaign isn’t too far off from what a typical family Christmas morning looks like (minus the fight over food). Chat with Harpers Bazaar Hawn, Kate and Oliver talk about some of their personal holiday traditions and what it was like working with Skims.

“It was just a blast,” says Oliver. “We’re just being stupid and that’s how we act.”

Kate notes that this was especially exciting for her and Oliver’s children, given that the cousins had never worked on a project like this before. “It was just fun for us to see their excitement.”

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Interestingly, the Hawn and Hudson families actually have a tradition of purchasing matching outfits for Christmas morning. “We love our Christmas morning clothes,” says Oliver. “I think cosy at this point it’s actually a family word.”

The family was more than willing to work with Skims, partly because they love comfort (“The softness in Skims is on another level,” notes Hawn) and partly because there’s a personal connection for Kate. “I’ve known Kim since we were very little, and…seeing her (and her partner’s) success at Skims has been amazing,” she says.

Hawn notes that the shoot felt very authentic, and there are even unintentional winks, such as the jelly the family handed out, which Kate says reminds her of her grandmother’s “green mold” dessert recipe.

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In addition to matching sets, the family has quite a few special traditions, ranging from watching classics such as A Christmas Story getting together in their separate homes in Aspen, Colorado. “We return to Colorado every year,” notes Kate. “We all decided to live within a mile of each other because we’re crazy people.”

At their meetings, one person even dresses up as Santa so the kids can “see” when Santa runs through the snow. “Santa’s coming, and Santa’s probably had a couple of drinks,” Kate jokes. “We usually see them bent over and breathing heavily because we are at 7,500 feet,” adds Hawn.

The family also enjoys decorating for the holidays, which usually starts right after Thanksgiving. “We don’t decorate the house ahead of time, we just leave everything for later,” Oliver says of his family. “To be honest, I’m a little like that too,” says Hawn. “When we do all my garlands and stuff, I don’t want them to ever go away.”

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Of course, although there is still some time before the winter holidays, this promotion allowed the family to get into the holiday spirit early. “It really got me excited for the holidays,” Kate says. “I’m a Christmas fanatic… I really think this is the one time we all know we’re going to be together.”

“Given the business we’re in, we’re often divided,” Oliver adds. “So we can always count on December to be a time when we’re all together.”

“We’re lucky because we live very close to each other in real life,” Hawn says. “We are a happy family and what you see in this ad is true.”