Lana Del Rey's Skims campaign raises $13.7 million in MIV

The Skims campaign for Valentine's Day, the second advertisement that went viral in 2024 after the video clip of Jeremy Allen White for Calvin Klein, is proof that celebrities in lingerie continue to be the winning engine for brands. According to an analysis by Launchmetrics, in just four days, the campaign has accumulated $13.7 million in MIV, or Media Impact Value, with the post on Del Rey's personal Instagram account bringing an impressive $4 million in MIV to Skims. One of the first collections from Kim Kardashian's brand, using bright colors, the Valentine's Day shop was captured by Nadia Lee Cohen, a globally recognized English artist and photographer known for her ironic exploration of themes such as consumerism and the perception of women in pop culture. The images depict Lana Del Rey with the new collection items against a red background, accompanied by symbolic codes of Valentine's Day: emerging from a heart-shaped box of chocolates, struck by Cupid's arrow, resting on a garland of flowers, and then wrapped in a red blanket with three white cats.

The Skims campaign was able to bet on a winning collaboration. Just as Lana Del Rey is a musician who has marked entire generations, contributing to the renaissance of the term "Lolita" by anticipating the aesthetic that defined the past year, “coquette”, Nadia Lee Cohen's photographic direction and the stylistic themes of Valentine's Day have provided an unparalleled launching pad for Kim Kardashian's brand. «I’ve been a big fan of Skims since the beginning,» Del Rey commented. «Their collection is so pretty and dreamy, which made collaborating with [Cohen] on the creative so fun.» With the success of this new campaign, the artist of Born To Die is gearing up for her big comeback, just a week after the announcement of her much-anticipated headline show at the Coachella Festival.