Riverdale’s Madelaine Petch new starring role is in SKIMS’ campaign

Kim Kardashian's SKIMS has today launched its latest campaign, featuring actress and ‘it girl’ Madelaine Petsch ushering in the brand's next era of cotton.

The campaign, shot and directed by Stevie Dance, sees new styles added to the brand’s most viral range to date – the Cotton Collection. It has been updated with all-new colour-blocked details and welcomes the return of the fan-favourite pink hue. The line is a modern take on comfortable cotton underwear, featuring both jersey and rib designs.

With Petsch front and centre in the campaign, SKIMS continues to onboard up-and-coming talent to connect with the next generation of consumers and serve as a reflection of pop culture.

Petsch is best known for her role as Cheryl Blossom in The CW’s Riverdale, a pop culture-disrupting series that resonated with teen viewers. Along with being a star of one of the most popular teen dramas of the past decade, Madelaine has become a social media phenom with millions of next-gen followers.

Madelaine Petsch commented: "When I wear SKIMS I feel sexy and comfortable… I had such a good time on set and felt really confident in my SKIMS, the Cotton Collection is the softest loungewear."

The new cotton collection is set to drop on Thursday 7 September at 5pm.

SKIMS made headlines last month when it deployed 3D scans and moulds of real women’s breasts, including those of its Co-Founder and Creative Director Kim Kardashian, to create what it has dubbed its most innovative bra to date, the Ultimate Bra.

The super push-up style promises "total breast transformation" and differs from other push-up bras due to its teardrop shape.