Lana Del Rey x SKIMS is definitely the collab that lures many people into buying their first set of SKIMS, amassing $13.7 million in MIV (media impact value) just after 4 days SKIMS dropping photos and behind-the-scenes videos on Instagram. With Lana posting on her own @honeymoon account, this already brings $4 million of MIV for SKIMS. And not surprisingly, the collection was completely sold out before Valentine’s Day. Not only is the campaign perfectly timed, just two days after Lana being announced as a headliner for this year’s Coachella, the collab ticks all the viral fashion trends boxes.
The limited edition collection features bras, underwear, pajama sets, dresses and loungewear for women, men, children and even pets. The highlight of this collab is how Lana poses as an ideal choice for the brand. With the predominant pink and red color adorned with lace and satin, the collection perfectly catches the rising “coquette” trend that is often associated with Lana and her romantic spirit that is channeled into her songs. SKIMS manages to capture the hyperfemininity that women globally are trying to embrace, especially during Valentine’s Day. According to Lana, she has been a big fan of SKIMS since the beginning and she is absolutely in love with how dreamy and pretty the collection is. The reaction is “Aren’t we all?” The heart shapes, bows, rose wreaths, and Lana posing with her soft gaze doe eyes while wearing a pink cozy nightgown definitely makes us scream “Just take our money”.
Lana Del Rey x SKIMS – Valentine’s Edition
Not to cease there, SKIMS also launch a black lace loungewear that matches Lana’s seductive, mysterious, and black swan energy immaculately. Not only do SKIMS and Lana find a common ground in the lover-girl aesthetic, another selling point is SKIMS’s consistency in their promotion for body-positivity. Their “fits everybody” motto still holds, combating the pervasive myth that coquette is a style for a certain body type, with collection’s sizes from XXS to 4X. The collection’s price is between $16 and $124, being similar to the rest of SKIMS’s lines.
Lana Del Rey x SKIMS – Valentine’s Edition
Although it is undoubted that the collection takes a great hit on the Internet and generates first-time SKIMS purchases, other Lana’s fans refuse to take part in this collab. Despite the price tag, SKIMS is still a fast fashion that in contrast to its claim, is not sustainable. The company still uses non-biodegradable fabric such as virgin polyester. Most of their clothes are made from petrochemical-based synthetic fabrics, typically 78% nylon and 22% spandex. According to SKIMS official website, they have “removed all plastic and non-recyclable materials” from the packaging and use biodegradable bags that read “I am not plastic” instead. Nevertheless, the number 4 icon on these bags are revealed when we take a closer look, implying the use of low-density polyethylene (LDPE) – a synthetic plastic that is difficult to recycle but preferable for low cost production.