Lana Del Rey is the spokesmodel for Skims’ Valentine’s Day shop this year. 

Lana Del Rey is the spokesmodel for Skims’ Valentine’s Day shop this year. The campaign announcement generated $13.7M in media impact value in only four days. Del Rey’s Instagram post in particular contributed a large portion of the overall value. The collection includes 29 exclusive lingerie, loungewear, and sleepwear items, departing from Skims’ usual neutral tones with a variety of vibrant and pastel colors. YPulse’s newest Cool Brands special report shows SKIMS scores high for cool factor among young consumers—particularly young adults. (WWD)