This is my Roman Empire.
This is Lana Del Rey’s year. While many of us have been following the singer since “Video Games” (myself included), there’s no denying she’s having a moment. You can’t scroll TikTok right now without hearing one of her ballads—even Kylie Jenner used "Let the Light In" to launch her new lip pencil on TikTok last month—and she's following up a sold-out tour in 2023 by headlining Coachella this summer alongside Doja Cat and Tyler the Creator. Plus, with the resurgence of indie sleaze and the continued domination of the sad-girl aesthetic, Lana’s personal brand is trendier than ever.
Case in point? Lana Del Rey is the new face of Skims, which never fails to capture the pop culture zeitgeist. Kim Kardashian’s shapewear line has a serious knack for casting up-and-comers and storied icons when they’re at their buzziest (see: Kim Cattrall and Ice Spice wearing seamless sculpt), and this latest campaign is right on time.
“I’ve been a big fan of Skims since the beginning, so being featured in their Valentine’s campaign is so exciting,” said Del Rey of the experience, per a press release. “Their collection is so pretty and dreamy, which made collaborating with Nadia Lee Cohen on the creative so fun. I hope you love it as much as I do.”
Launching today, January 18, Skims tapped the singer for a Valentine’s Day campaign inspired by Del Rey’s signature mix of retro glamour and Old Hollywood. Shot by artist Nadia Lee Cohen, the photos feature the "Say Yes to Heaven" crooner in a range of fittingly chintzy locales and flirty lingerie.
In one photo, she lounges in velvet pink opera gloves and a lace negligee, surrounded by two white cats like the loud-and-proud cat lady she is. In another, she dons a black lace veil and slip dress with thigh-high boots as a hyperrealistic arrow (presumably shot by Cupid) pierces her chest. Last but not least, the campaign's centerpiece places Del Rey inside a giant heart-shaped chocolate box wearing a baby blue lace teddy and matching giant bows. The overall effect is pure Lana: glamorous kitsch with a healthy dose of coquette.
The Skims Valentine’s Shop, which sold out early last year, will carry 29 limited-edition collections, including the Fits Everybody bodysuit, the heart-print Sleep set, and the all-new Woven Shine dress modeled by Del Rey. So set those alarms and get ready to click "add to cart"—if Lana merch sales are any indication, these styles will disappear fast.
All styles are available to preview now and will be available for purchase on January 23rd at Skims.com and at select retailers, including Nordstrom, Holt, Harrods, Selfridges, Lane Crawford, Ounass, and David Jones.
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