by By: Evelyn Murray
SKIMS is a loungewear company founded by Kim Kardashian in 2019. SKIMS stands out for its dedication to diversity and inclusion. With 9 shades of nude, SKIMS pushed the boundaries of what the definition of “nude” is. In addition to color options, SKIMS has also been praised for its wide range of sizes. Campaigns often feature models of different sizes, ages, and backgrounds emphasizing the brand message; “Creating products for every body.” Below I’ve included an image that resembles SKIMS campaigns.
Celebrity Collaborations
SKIMS has collaborated with a wide range of high-profile celebrities and influencers. While this is often common for companies, the strategies behind whom SKIMS works with stand out. Whether it is Lana Del Rey, the best friend from Season 2 of White Lotus, Snoop Dog, or Team USA during the Winter Olympics, SKIMS always gets the right people at the right time.
Lana Del Rey x SKIMS
For this specific post I want to focus on the most recent SKIMS campaign that came out about a week ago for their Valentines day collection. The collaboration with Lana Del Rey undoubtedly shook the followers of SKIMS social media. Within an hour of the announcement of the campaign coming out, I saw it being reposted all over my feed. The success behind this collaboration comes from the trending obsession over everything Valentines day right now, along with Lana Del Rey holding an intense fanbase with an obsession for her overtly feminine aesthetic and style. The campaign aligns perfectly with Lana Del Ret’s increasing cultural relevance, as she was just announced to be headlining Coachella music festival and her recent album received five Grammy nominations. Heres a link to check out the campaign.
By consistently delivering on these fronts, SKIMS has managed to carve out a significant place in the competitive landscape of fashion and apparel. In this analysis it is also important to consider the head start the brand had with Kim Kardashian being the creator. I considered this, along with the other companies that have been created by the Kardashian/ Jenner family. SKIMS, by far has had the most unique campaign strategies, and these strategies would stand out if this wasn’t Kim Kardashians brand. The strategic use of celebrity influence, commitment to diversity, and savvy marketing tactics are the key reasons behind this success and rapid growth.
I love the analysis on the Lana x SKIMS. It’s extremely relevant right now with Lana headlining Coachella and such a smart move on SKIMS part. I would agree this was a unique campaign in comparision to past Kardashian/Jenner business deals.
I really enjoyed your post because I really agree– Skims is super proactive when it comes to partnerships, and I think it launched their brand in so many directions– each resulting in success from varying audiences and communities. As a fan myself, when I saw Lana as the face of the new valentines day collection I felt 10x more inclined to buy the collection. It’s so on brand for her, and coincides with how she’s kind of stepped back into the scene since she released her newest album. I feel like by collaborating with her, Skims has once again successfully branched out to new consumers.
I really enjoyed reading your analysis on Skims’ partnerships and campaigns. Skims has a very dynamic and driven marketing side and they thrive off of it. With each campaign, Skims tends to find the perfect match and who can represent their brand and image well. This partnership was very unique and shows why Skims is doing such a great job at their marketing.