Kim Kardashian knows a thing or two about breaking the Internet – be it by herself, with her family, and lately, with her business Skims. Yesterday, social media was flooded with the brand’s new Valentine’s campaign starring none other than our favourite sad girl of all time: Lana del Rey. Because if indie sleaze is back and coquette is trending, who else could you cast to embody such concepts? Oh, and don’t forget Nadia Lee Cohen behind the lens. A truly remarkable pairing, if you ask me.
First of all: kudos to Kimberly’s team, honestly. She has us used to monopolising all available screens, but the wittiness and smartness behind Skims marketing is on another level. Originally founded in 2019, the shapewear brand’s fame has skyrocketed to unthinkable heights – of course it’s easier to achieve when you’re one of the most influential people in pop culture, but that doesn’t take away from the fact that Kim has been able to build a solid business that caters to thousands of women (and recently, also men) worldwide. Among many others, celebrities like Kim Cattrall, Rosalía, Cardi B, Hari Nef or SZA have starred in her viral campaigns.
However, Lana del Rey’s new images have shocked even more than previous ones. Last year, the LA-based singer topped charts and made it to the ‘best of’ lists because of her latest album, Did you know that there’s a tunnel under Ocean Blvd, with top hits like A&W or Let the Light In and collabs with Father John Misty or Tommy Gennesis. Her soothing voice is as captivating and enigmatic as it was when the world first discovered her through anthems like Born to Die and Video Games. And her old Hollywood glamour persona, which decayed in the last years, is back. Stronger than ever, I might add.
The Nadia Lee Cohen-lensed pictures are too good to choose from; checking different Instagram profiles, each person has chosen their favourite one. Of course, the epitome of coquette is the one where Lana appears inside a blue velvet heart-shaped box completed with a massive bow. Yes, she is indeed the present we all wish for Valentine’s. But there are many others: chilling on the floor with three white cats that heavily contrast the red background, the highly dramatic all-black-everything ensemble with an arrow in her chest, or the Elle Driver-meets-Skims heart-shaped eyepatch one. All hail the queen of (broken) hearts, miss Lana del Rey!