02
/
roots
ROOTS
SKIMS × DOECHII · Concept Retail / Brand Experience
HAIR AS A SECOND SKIN.
01 / THE IDEA
SKIMS has built a visual language around the body: tonal, intimate and essential. ROOTS extends that language upward.
A conceptual SKIMS × Doechii braiding-hair collaboration spanning product and retail design. The collection translates SKIMS’ tonal palette into braiding hair, positioning hair as another layer worn on the body: expressive, transformative and personal. The pop-up brings the collection into a physical experience, extending the collaboration from product and packaging to space.
FOR: STYLE-LED / CULTURALLY ENGAGED /
BEAUTY + FASHION / EXPRESSION THROUGH HAIR
COLOR PALETTE
Rooted in SKIMS’ signature neutrals, the palette introduces deeper, expressive tones inspired by Doechii’s creative world and her use of hair as a form of self-expression.
SWAMP EMERALD
#0F3B2E
DIESEL
#1C2321
MOSS
#A7ABA0
EGRET
#EFEBE3
EYESHINE
#BC3019
02 / ENTER ROOTS
03 / THE COLLECTION
04 / EGRET
DOECHII EDITION
EGRET
ONE SHADE OUTSIDE THE SYSTEM.
Inspired by the albino alligator of Alligator Bites Never Heal, EGRET breaks from the collection’s natural spectrum — a rare absence of pigment reimagined as its defining shade.
05 / PACKAGING
PRODUCT LANGUAGE
The collection carries the visual language of the concept into every physical detail. Eyeshine, Egret and Diesel move from the wider campaign palette into the packaging and product system, while a translucent alligator texture wraps the packaging, translating Doechii’s swamp-inspired world into something tactile, collectible and distinctly SKIMS.
EYESHINE
#BC3019
EGRET
#EFEBE3
DIESEL
#1C2321
ALLIGATOR
FROSTED / TRANSLUCENT
06 / THE KIT
Beyond the hair, the collection expands into a coordinating bonnet and custom hair pick, extending the collaboration into the rituals of styling and care.
satin bonnet
afro pick
braiding hair
07 / THE FITTING
An in-store styling activation inspired by the blow-dry bar model. Guests choose their SKIMS hair shade and have a stylist incorporate it into a braid look or small styling transformation .
08 / TRANSFORMATION
CHOOSE YOUR SHADE. CHANGE YOUR SILHOUETTE. MAKE IT YOURS.