Valentine’s Alert: SKIMS WRAPS UP VENUS
YES MOM — -SKIMS FINDS HER VALENTINE
A few weeks ago, Skims updated its Instagram with a campaign photograph presenting its upcoming Valentine’s Shop series.
The post presents the pop singer, Lana Del Rey, reclined inside a baby blue, silky, heart-shaped giant gift box — -very similar to the Italian artist, Sandro Botticelli’s art piece The Birth of Venus.
Until the last day of January, the post gathered almost 500,000 likes on Instagram. Then a series of new photo posts modeled by Lana Del Rey turned Instagram into a “kiss me mom, be my valentine” vibe.
Kim Kardashian may not be the favorite celebrity, but Lana Del Rey is definitely at the top among the most popular singers in the universe (serious tone).
LET THE SHOW BEGIN
Launched in 2019, and created by Kim Kardashian, Skims is a natural topical. Its statement claims:
Regardless of the halo effect brought by the Kardashian Family, SKIMS won love (and drama) at first sight when people saw its “solution wear.”
Shapewear and body formation are always related to the self-reception of women. SKIMS grabs the idea — -to make your body look smoother, and fitter, but also with a wide range of color tones and inclusive size chart.
Before SKIMS, the brand was called “Kimono.” Not sure how Kim came up with this name, but the Japanese public definitely had something to say about this Western brand that has nothing to do with Japanese culture. Kim immediately withdrew the name and changed it to SKIMS. Such a quick PR response makes one wonder whether it was an unintentional mistake or a well-planned marketing plan.
Good or Bad, drama and controversy seem branded in SKIMS’s genes. The result was also quite outstanding — — $2 million in sales.
In 2020, SKIMS chose Nordstrom as its first retail partner (surprise, even COVID-19 did not stop the brand), then in 2021, SKIMS successively opened pop-ups in Paris and Los Angeles. The pop-ups continued the SKIMS aesthetic concept: round, curved, soft, and glossy. The same year, SKIMS launched its collaboration with FENDI and became the official underwear brand for USA women’s Olympic teams.
GO, Kim, GO
By 2022, SKIMS extended its product line to swimwear. The new collection included 19 different body shapes and 7 colorways, and the brand was nominated as the top 100 most influential companies by Time magazine. Despite all the drama, Kim really keeps her promise this time.
Entering 2023, the brand value is evaluated as $ 4 billion in July. Performance activewear line gave the first shot to the public with a gentle bullet, then boom, here came the men’s clothing. Kim gathered 3 probably the most attractive male athletes to wear her products.
How did it go?
Gone viral:
to women, if you can’t have one of them as your husband, at least your husband can wear the same brand of underwear as they do; to men, you can be as sexy as Neymar if you wear this underwear.
Simple, easy, and low costly (only $16–98)
Just about the time people think “Oh, nothing else Kim,” SKIMS gave its most shocking invention:
the Ultimate Nipple Bra.
The design is bold enough to make people question the function of underwear for the first time: do I wear my bra to cover my nipples, or to SHOW THEM?
Whether the answer was yes or no, Kim got all the attention she wanted, as always.
SUCCESS, BUT LOVE?
Looking back to history, Kim Kardashian embeds her reality show talent and transforms SKIMS into a brilliant showpiece —
She precisely captures recent trends and the psychology of the audience and forms those features into one product to another.
SKIMS is like the neighbor girl next door: pretty and fit, embraces body positivity, yells out loud “Every color is beautiful,” and dares to show her nipples as a support to feminism.
Valentine’s collection is the turning point: the perfect little girl finally discards her armor, revealing her tears and falling into love.
This resonation brings SKIMS back to earth, and Lana Del Rey with her ethereal voice, and devotional life attitude toward love, makes her the best metaphor for the SKIMS Valentine Collection.
When society is filled with lust and desire, true love is judged as a modern fraud or a trap planned by consumerism: marriage is the grave of love.
But none of us can deny when love comes.
SKIMS completes its another success, but even Kim Kardashian cannot complete her love story.
Happy Valentine.
