Lana Del Rey's Skims Campaign Strikes Gold: Generates $13.7 Million in Media Impact

Lana Del Rey's recent collaboration with Skims for their 2024 Valentine’s Day collection has proven to be an outstanding success, as revealed in a report by Launchmetrics. The Grammy-winning artist's ambassadorship announcement alone generated an impressive $13.7 million in media impact value (MIV) within just four days, with Del Rey's personal Instagram post contributing over $4 million to this remarkable figure. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online, and social media to calculate ROI.)

As the spokesmodel for Skims’ Valentine’s Day shop, Lana Del Rey brought her classic Americana aesthetic to life with the help of British photographer and artist Nadia Lee Cohen. The campaign showcases 29 exclusive collections featuring lingerie, loungewear, and sleepwear, priced between $16 and $124. Departing from the label’s usual neutral tones, the new items are available in a vibrant array of vivid and pastel hues.

Nadia Lee Cohen's whimsical sets, inspired by vintage pin-ups, provided the perfect backdrop for Lana Del Rey as she posed in limited-edition products from Skims’ Fits Everybody and Woven Shine collections. In a statement, Del Rey expressed her admiration for Skims, stating, “Their collection is so pretty and dreamy, which made collaborating with [Cohen] on the creative so fun.”

Skims’ Valentine’s Day shop items are currently available online and at select retailers, including Nordstrom, Holt, Harrods, Selfridges, Lane Crawford, Ounass, and David Jones.

In addition to her successful Skims campaign, Lana Del Rey has also been announced as one of the headliners for this year’s Coachella Music Festival. Alongside Tyler, the Creator, and Doja Cat, the festival's lineup boasts an impressive array of artists, including reggaeton star J Balvin, rapper Ice Spice, and R&B songstress Jhené Aiko, among others.