Kim Kardashian's SKIMS brand has enlisted Amelia Hamlin—a model and former girlfriend of Kourtney Kardashian's ex Scott Disick—to front its newest lingerie collection, the Ultimate T-Shirt Bra launching May 28. The casting, announced on Kim's Instagram, has reignited discussion about family dynamics, age gaps, and the boundaries between personal history and brand strategy, according to the source report.

The 19-year-old fronting Kim Kardashian's Ultimate T-Shirt Bra

Amelia Hamlin, daughter of Lisa Rinna and Harry Hamlin, appears in provocative campaign images that emphasize a striptease-like aesthetic,as detailed in the source. The shoot promotes a lightly lined version of SKIMS' signature T-shirt bra, set to hit stores at the end of May. Fans quickly reacted online, with Kris Jenner and Kylie Jenner tapping the like button on Kim's Instagram post—while Kourtney Kardashian notably refrained from any engagement, the source observed.

The images have drawn praise for their boldness and criticism over featuring a young model in explicit poses. The source notes that the visual choices have sparked conversation about empowerment versus overt sexualization in modern marketing.

Why Kourtney Kardashian's silence on Instagram speaks volumes

Kourtney Kardashian's choice not to engage with the SKIMS announcement is a conspicuous omission in a family that often publicly supports each other's ventures. The source reminds readers that Amelia Hamlin dated Scott Disick from late 2020 to fall 2021—years after Kourtney ended her own long-term relationship with Disick, with whom she shares three children: Mason (16), Penelope (13), and Reign (11). the lack of a like or comment may reflect continuing discomfort, though neither Kourtney nor Kim have addressed the tension directly.

This dynamic echoes how the Kardashian-Jenner family has historically naviggated public narratives, turning personal relationships into content that fuels media coverage and consumer interest, the source suggests. The unspoken faamily politics add a layer of intrigue to what is otherwise a straightforward product launch.

An 18-year age gap that both father and daughter have addressed publicly

The source reports that Amelia Hamlin was 19 at the time of the SKIMS campaign, while Scott Disick is 18 years older—a gap that came under scrutiny during their relationship.. Harry Hamlin, Amelia's father, told the source that the age difference felt unusual to him, though he drew a parallel to his own early relationship with actress Ursula Andress, where he was 14 years younger. Amelia's mother, Lisa Rinna, expressed relief when the romance ended, posting an emoji reaction to news of the split.

What remains unknown is whether Kim consulted Kourtney before casting Amelia, or whether the family discussed the potential backlash. The source does not mention any communication between the sisters on this decision.

Strategic marketing or personal statement? What Kim hasn't explained about the casting choice

Kim Kardashian has not publicly addressed why she chose Amelia Hamlin over other models, leaving observers to speculate. The source notes that Amelia is currently in a public relationship with Nicolai Marciano, a 31-year-old heir to the Guess fashion empire, suggesting a separate fashion-world tie. Meanwhile, Kim is linked to Formula One champion Lewis Hamilton, and Kourtney is married to drummer Travis Barker, with whom she has a young son named Rocky Thirteen.

The open question is whether this casting was a calculated move to generate buzz through family drama, a personal statement of independence, or simply a coincidence of business timelines. as the source frames it, the situation undderscores how reality-TV families blur personal and professional lines, inviting fans and critics to weigh in on whether family ties should influence professional choices.