Valentine’s Day is almost upon us, and with it, of course, comes a new SKIMS campaign. But not only is the campaign bringing new products, it’s likewise bringing a new face to the company: Lana Del Ray.
In an Instagram post on Jan. 18, the brand’s founder Kim Kardashian announced the American singer-songwriter as the newest face of her shapewear and clothing company. The fun, Valentine’s Day-themed announcement featured a handful of photos of the 38-year-old musician posing amid life-sized heart-shaped boxes and roses in her best lacy loungewear.
She sported a wide variety of clothes from the brand’s Valentine’s Day edit, including lace slip dresses, bright red shapewear, heart-decorated pajamas and a baby blue bodysuit.
Fans of the socialite and her clothing company were quick to applaud the decision to cast the popular musician. “Kim this is the best decision you’ve ever made 😭,” one expressed.
“This is great 💝,” American actress Riley Keough wrote.
“insane,” Noah Cyrus added.
“Genius,” another fan said of the decision.
In her own post, Lana Del Ray declared herself “excited to be [the SKIMS] valentine.” Not as excited, we’d imagine, as her—and Kardashian’s—fans are.
This latest campaign is only the latest in a string of brilliant, eye-catching marketing decisions from the media personality. We can’t wait to see what she has in store next.