“When I was asked to partner with SKIMS Mens, I was so humbled,” Usher said in a statement received by Blavity. “Kim’s been a longtime friend of mine who’s always been so supportive of my work, so the opportunity to collaborate together on a campaign that supports both of our highly anticipated launches made total sense. Launching this campaign ahead of multiple career milestones feels like a full circle moment, with SKIMS supporting the release of my new album, COMING HOME.”

Their second post allowed the Confessions singer to get up close and personal with viewers.  Wearing white cotton briefs, Usher introduces himself to the viewers. “My name is U-S-H-E-R. Some call me Usher,” he says.

After declaring that he “feels good,” Usher continues the monologue, admitting he loves the intimacy of performing for an audience and discusses the inspiration for his new album. 

He continued, “It’s all about romance. It deals with love, happiness. It deals with joy. It’s a love story, but it’s romantic.” 

Confidently looking in the camera, Usher ends the promo with, “Everybody’s wearing SKIMS.”

The new line features “Stretch” and “Cotton” pieces that come in a variation of colors, including “midnight,” “chalk,” “oxblood,” “obsidian,” “gunmetal,” “stone” and “military.” Prices range from $18 for a single pair of cotton briefs to $52 for a three-pack of stretch briefs. The line also includes T-shirts, tank tops and socks.

Kim Kardashian launched the men’s sector of SKIMS in 2023. For its first campaign, the brand used San Francisco 49ers defensive end Nick Bosa, Oklahoma City Thunder point guard Shai Gilgeous-Alexander and Brazilian soccer star Neymar Jr. as the faces. Blavity prevous reported the news about her new venture when she entered the billion-dollar men’s apparel market.

“The expansion into the menswear space is a major milestone for the brand, and a testament to SKIMS’ commitment to providing solutions for everybody,” Kardashian said at the time in a statement. “To have an icon like Neymar Jr be the face of our launch campaign, along with NBA All-Star, Shai Gilgeous-Alexander and NFL’s top Defensive Player Nick Bosa, I think speaks volumes to the way SKIMS has evolved into becoming a brand that can provide comfort for all audiences, not just for women.”

She added, “I am incredibly excited about this next chapter for SKIMS and cannot wait for everyone to experience our amazing range of products.”

Since its 2019 release and introduction of men’s appeal, as of 2023, SKIMS is reportedly worth $4 billion, according to the New York Times.