Navigating Brand Identity on Instagram

In today's crowded digital marketplace, brand identity is increasingly built and shared via social media, with Instagram leading the way in visual storytelling. This thesis investigates how SKIMS, the shape wear and lifestyle brand co-founded by Kim Kardashian, strategically constructs and reinforces its brand identity through Instagram campaigns. Drawing on Kapferer's Brand Identity Prism (2008) as the primary theoretical framework, the study critically analyzes 24 Instagram campaigns posted between 2019 and 2024. Each campaign was selected to represent key developments in SKIMS' evolution, including the foundational Debut Campaign (2019), collaborative efforts like SKIMS for Team USA (2021), new product lines such as SKIMS Swim (2022) and the SKIMS Men's Launch (2023), and purpose-driven initiatives like the SKIMS x Olivia Munn Breast Cancer Awareness Campaign (2024). The analysis explores how the six facets of the Brand Identity Prism (Physique, Personality, Culture, Relationship, Reflection, and Self-Image) are visually and thematically constructed across SKIMS' curated Instagram content. In addition, the thesis incorporates concepts from celebrity branding, influencer marketing, and authenticity literature to examine how Kim Kardashian's persona, as both founder and brand icon, shapes and reinforces the SKIMS brand narrative. Particular attention is paid to visual codes (e.g., lighting, colour palette, diversity of models) and thematic patterns (e.g., empowerment, inclusivity, aspirational aesthetics, and body positivity). A reflexive thematic analysis of the Instagram content shows the recurring strategies SKIMS employs to position itself as both culturally relevant and emotionally resonant. These include the use of visual vignettes to convey lifestyle and mood, the integration of celebrity and influencer figures to boost aspirational appeal, and a consistent emphasis on inclusivity and body confidence. The thesis argues that SKIMS transcends traditional product marketing by crafting a branded world in which consumers are invited to see themselves reflected. This study advances social media branding scholarship through its comprehensive visual and narrative analysis of a highly successful celebrity-founded brand. It highlights how Instagram operates not merely as a promotional tool but as an essential storytelling platform where identity is continuously performed and negotiated. Furthermore, it demonstrates the applicability of Kapferer's model to contemporary social media marketing and underscores the role of authenticity in building emotional connections with audiences. By examining how SKIMS blends celebrity influence, community, and distinct aesthetics, this research offers insights into the evolving nature of brand communication in the digital age.