Lana Del Rey Earns Skims $13.7 Million in Media Exposure Following Valentine’s Day Collection Campaign Release
Lana Del Rey’s recent Skims campaign was a hit for the brand, according to a report released by Launchmetrics. The Grammy-winning artist’s ambassadorship announcement amassed $13.7 million in media impact value within four days, with Del Rey’s own Instagram post earning Skims more than $4 million. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)
Del Rey served as the spokesmodel for Skims’ 2024 Valentine’s Day shop, which features 29 exclusive collections of lingerie, loungewear and sleepwear. Priced between $16 and $124, new items come in a selection of vivid and pastel hues, eschewing the label’s typically neutral tones.
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Del Rey channeled her classic Americana aesthetic with help from British photographer and artist Nadia Lee Cohen, who staged the singer in a series of whimsical sets inspired by vintage pin-ups. Del Rey posed in limited-edition products from Skims’ Fits Everybody and Woven Shine collections.
“I’ve been a big fan of Skims since the beginning,” said Del Rey in a statement. “Their collection is so pretty and dreamy, which made collaborating with [Cohen] on the creative so fun.”
Items from Skims’ Valentine’s Day shop are available online now and at select retailers including Nordstrom, Holt, Harrods, Selfridges, Lane Crawford, Ounass and David Jones.
Last week, Del Rey was announced as one of this year’s Coachella Music Festival headliners. Flanked by Tyler, the Creator and Doja Cat, the festival’s lineup also features reggaeton star J Balvin, rapper Ice Spice and R&B songstress Jhené Aiko, among others.
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