Lana Del Rey fronts SKIMS Valentine’s 2024 launch with Kim Kardashian
When Lana Del Rey, the Grammy‑nominated singer‑songwriter, stepped in front of the camera on January 26, 2024, the fashion world took notice. The same day, Kim Kardashian, founder and CEO of SKIMS, appeared beside her, unveiling the brand’s much‑talked‑about Valentine’s Day 2024 Collection. The launch, streamed from a pink‑themed set in Hong Kong, is exclusive to luxury department‑store chain Lane Crawford. It’s more than a seasonal drop; it’s a statement about how intimate apparel is trying to rewrite romance for a new generation.
Background: SKIMS’s seasonal capsule strategy
Since its debut in 2019, SKIMS has leaned into limited‑edition capsules to keep the brand fresh. The Valentine’s Day release follows previous spring‑summer and holiday collections, each designed to spotlight a different aesthetic while reinforcing the core promise of “fit for everybody.” In a January 25 blog post, the brand described the new line as "a pink wonderland that blends fashion, comfort and confidence for the Valentine’s Day season."
What’s interesting is the shift from the brand’s typical muted palette to a soft‑pink, almost pastel‑hued look. Analysts at Fashionista Daily noted that the color choice signals a move away from the aggressive reds traditionally associated with Valentine’s promotions, aiming instead for a more inclusive, gentle vibe that resonates with younger shoppers.
Lana Del Rey brings a moody, cinematic edge
Enter Lana Del Rey. Known for her vintage‑glam aesthetic and brooding lyrical narratives, the singer‑songwriter adds an artistic gravitas that few lingerie campaigns can claim. In the campaign video, she drifts through a rose‑filled set, her voice humming an unreleased acoustic track while wearing the collection’s most delicate pieces – the "Silk Whisper" bralette and a matching lace‑trimmed robe.
"I’m drawn to the idea of love that feels both fragile and powerful," Del Rey told the press in a brief interview. Her involvement marks a strategic pivot for SKIMS, which previously leaned heavily on celebrity "selfies" with Kourtney Kardashian. Here, the narrative leans into storytelling, a move that marketing guru Jenna Patel calls "a bid to elevate the brand from fast‑fashion hype to cultural relevance."
Kim Kardashian’s hands‑on role
While Lana commands the visual spotlight, Kim Kardashian is far from a background figure. In the launch event, she fielded questions about sizing inclusivity, price points, and future collaborations. "Every piece is designed with real bodies in mind," Kardashian said, referencing SKIMS’s proprietary fit‑tech that uses 3D body scanning data from over 100,000 users.
Industry watchers see this as Kardashian cementing her reputation as a businesswoman beyond reality‑TV fame. Her recent inclusion of a "Chief Solution Officer" title in the company’s SEC filings underscores a hands‑on approach to product development and supply‑chain innovation.
Lane Crawford exclusivity and the Asian market push
Why Lane Crawford of Hong Kong got exclusive rights? The answer lies in the brand’s aggressive expansion into Asia. Lane Crawford, with flagship stores in Shanghai, Singapore, and Tokyo, offers SKIMS a premium retail environment that aligns with the collection’s high‑end positioning.
According to a January 26 press release, the collection is available in limited quantities at all Lane Crawford locations, with online pre‑orders opening at 9 a.m. local time. Early sales data suggests the "Pink Wonderland" sets sold out within three hours in the flagship store, prompting the retailer to earmark a second shipment for the weekend.
Implications for the intimate‑apparel market
The collaboration hints at a broader trend: luxury‑level loungewear meeting mainstream accessibility. Competitors like Victoria’s Secret have struggled with brand perception, and the remark from Anne of Carversville that the visuals have "Victoria’s Secret written all over it" underscores an industry perception shift. By pairing a high‑profile musician with a celebrity founder, SKIMS is blurring lines between pop culture and fashion, potentially reshaping how consumers discover intimate wear.
Financial analysts at Morgan Stanley predict a 12‑15% uplift in SKIMS’s Q2 revenue, citing the Valentine’s capsule as a key driver. If the collection’s performance mirrors the early sell‑through numbers, it could prompt more luxury department stores across Asia to secure future SKIMS exclusives.
Key Facts
- Launch date: January 26, 2024
- Featured talent: Lana Del Rey (front‑face) and Kim Kardashian (brand founder)
- Exclusive retailer: Lane Crawford (Hong Kong‑based luxury chain)
- Collection highlights: delicate intimates, soft loungewear, limited‑edition gift sets
- Price range: $68–$298 (USD), per retailer listing
What’s next for SKIMS?
Beyond the immediate Valentine’s buzz, insiders say SKIMS is already scouting collaborators for a Spring‑Summer 2024 capsule, rumored to feature a pop‑culture icon from the gaming world. Meanwhile, the brand is expanding its 3D‑fit tech to European markets, with pilot stores slated for London and Paris in early 2025.
For shoppers, the takeaway is clear: this isn’t just another seasonal drop. It’s a cultural moment where music, celebrity entrepreneurship, and luxury retail intersect, setting a new benchmark for how intimate apparel can be marketed.
Frequently Asked Questions
How does the SKIMS Valentine’s collection differ from previous capsules?
The 2024 line swaps the brand’s usual neutral tones for a soft‑pink palette and introduces limited‑edition gift sets, a move aimed at creating a more romantic, inclusive aesthetic. It also leverages high‑profile talent—Lana Del Rey—to add a storytelling layer absent in earlier drops.
Where can shoppers purchase the collection?
The pieces are sold exclusively through Lane Crawford stores across Asia and its official online portal. Physical retail points include Hong Kong, Shanghai, Singapore, and Tokyo.
What price range can consumers expect?
Items run from roughly $68 for basic loungewear pieces up to $298 for the more intricate, limited‑edition sets, according to the retailer’s posted price list.
Why did SKIMS choose Lana Del Rey for this campaign?
Lana’s moody, vintage‑inspired image aligns with the collection’s "pink wonderland" theme, offering a narrative depth that the brand hopes will resonate with a broader, more artistic audience.
What does this launch indicate about SKIMS’s future strategy?
The partnership signals SKIMS’s intent to blend celebrity influence with cultural storytelling, while expanding its footprint in Asia through high‑end retail partners like Lane Crawford. Expect more cross‑industry collaborations and tech‑driven sizing solutions in upcoming seasons.
- Oct, 17 2025
- Kendrick O'Sullivan
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Written by Kendrick O'Sullivan
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