The Kardashian name is synonymous with savvy marketing; Kris Jenner has masterfully crafted an empire for her children through good PR . However, Kim Kardashian's recent Skims shoot represents a strategic move to tap into an entirely new target market for the business. The decision to feature Lana Del Rey in the new Valentine’s Day campaign underscores Kim Kardashian's seemingly innate ability to sell just about anything.
Vogue (2024) - Skims X Lana Del Rey
Captured by British photographer Nadia Lee Cohen, the campaign introduces the Valentine’s collection, comprising a limited-edition drop of 29 pieces, including underwear, pyjamas, and loungewear. Lana Del Rey expresses her excitement, stating, "I’ve been a big fan of Skims since the beginning, so being featured in their Valentine’s campaign is so exciting," (Variety, 2024). Anticipation surrounding this campaign is poised to result in a sell-out collection.
Lana Del Rey’s cultural impact plays a pivotal role in this marketing strategy. With five Grammy nominations for her 2023 Album ‘Did You Know That There’s A Tunnel under Ocean Boulevard,’ Del Rey has firmly re-established herself as a pop culture icon. Notably, her devoted fan-base, cultivated since the Tumblr days, continues to grow, with her unreleased songs now trending on TikTok. Despite Del Rey's fans not traditionally aligning with the typical Skims customer, the Kardashian marketing machine thrives on slowly expanding into untapped markets. Skims' inclusive strategy, evident in its product range from XXS to 4XL, resonates with celebrities who find the brand's message of "solutions for everybody" to align with their values.
Skims' success can be attributed to several factors, including a minimalist brand identity and a commitment to inclusivity. The brand's range caters to everyone, albeit at a premium price point. A black cotton jersey top on the skims website costs £56.
Fans have taken to TikTok to express their opinions on the collection. One fan posted a video saying : "marketing works! the Kardashians finally got to me!", another commented, dubbing the campaign the "PR move of the year". Its clear that as consumers we are aware of this excellent marketing, yet are still consciously influenced by it. Renowned TikTok marketing expert @GirlBossTown also gave her stamp of approval on the collaboration, stating, "Using the queen of heartbreak as your Valentine's Day campaign star is incredibly smart and in tune with what is going on right now with pop culture."
The Skims teams’ finger is firmly pressed on the pop-culture pulse. In 2023, amidst the buzz surrounding Sex and the City, Skims featured New York’s Samantha Jones (Kim Cattrall) in a marketing shoot. The 2023 Valentine’s campaign included Beatrice Grannò and Simona Tabasco, stars of the viral ‘White Lotus.’ Additionally, IceSpice and Pink Pantheress have also featured in Skims' campaigns. Kardashian knows what sells, but more importantly who sells it.
Love her or hate her; Kim Kardashian’s impact on culture is undeniable. Beyond selfies and Keeping Up with the Kardashians, the Skims brand appears to be Kim's lasting legacy- an enterprise where the marketing prowess arguably surpasses the value of its products.
Having never been a Skims customer myself, is it bad that I really want Lana’s pink, lace-trimmed bodysuit?
Vogue (2024) - Skims X Lana Del Rey
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