When you think of the mogul Kim Kardashian, what is associated with her may vary. First, you may think of her reality show, her makeup brands, or simply dominating the media. Regardless, the range of her experience is unlimited.Recently, Kim Kardashian’s shapewear and clothing brand, SKIMS, has been in the eye of the media and the public since its founding in 2018. Since then, it has been released that SKIMS is valued at a $4 billion company. It has dominated the shapewear industry because of its inclusivity in challenging competitors and has gone viral for its products, ranging from bras and dresses to loungewear. With collaborations amongst companies such as Swarovski and the NBA, SKIMS appears to be unstoppable. Who stars in these campaigns garner equally as much traction with the recent Valentine’s Day Campaign stars the Queen of Pop Heartbreak, Lana Del Rey. Here is why Lana Del Rey being the star of this campaign is incredible.
When you think of Lana Del Rey you think of songs such as “Summertime Sadness” released 12 years ago. This song still stands at 527 Million views on YouTube. When you examine the lyrics of this song, many can most likely recite these iconic lyrics.Â
“Kiss me hard before you go
Summertime sadness
I just wanted you to know
That baby, you the best
I got that summertime, summertime sadness”
Lana Del Rey is known for writing songs about being in love and experiencing heartbreak. Within her fandom and its culture, many associations make her up such as “Coca-Cola and heart-shaped sunglasses”, all references to her songs. SKIMS and their Valentine’s Day campaign considered these assets as she is dressed in prints with hearts and releasing a campaign video behind the scenes with fans of Lana. This allows the audience to receive a more inclusive insight to the behind the scenes of this project. SKIMS has created phenomenal accessibility to all product sizing from sizing XXS to 4X, not limited to this campaign but existing online for all to have easy access. According to WWD magazine, SKIMS has amassed over $4 Million and Lana Del Rey has made $13.7 million in media impact value. In conclusion, get your hands on this collection as soon as you can before it runs out!