Lana Del Rey is the star of SKIMS' Valentine's campaign

In what world does a romantic, coquette aesthetic, poetry-writing ‘sad girl’ become the muse of the billionaire influencer-turned-businesswoman who practically invented body cons? As of yesterday, the answer would be SKIMS – Kim Kardashian has tapped Lana Del Rey to be the face of her label for Valentine’s.

Despite contrasts in the celebrities’ public personas, they prove a perfect match in this collaboration. With a track record of featuring music stars of the moment (namely Ice Spice, Raye, PinkPantheress, and Snoop Dog), SKIMS campaigns are fast becoming a catalogue of pop culture. Lana is right on trend, along with five GRAMMY nominations and an upcoming headline performance at Coachella, she proudly claims the title Kim K bestowed upon her – “Music’s Queen of Hearts”.

Shot by British photographer Nadia Lee Cohen – who was behind Kim’s viral self-featuring SKIMS ski lookbook – the campaign nods to 60s Hollywood glamour and retro aesthetics. Lana channels different ‘girl cores’ and coquettish kitsch in photographs which feel playfully tongue-in-cheek. In one shot she poses donning a black lace veil with a cupid’s bow stabbing her heart, in another she’s styled in giant satin bows and gloves whilst posing in a bed-sized, heart-shaped periwinkle chocolate box.

Spanning intimate wear, sleep sets, loungewear, and corsetry, the 29-piece collection itself sings Lana Del Rey. Prints feature love hearts, cupid arrows, and cherries (motifs seen in the singers’ cover art) while a candy bra and pants directly reference her GRAMMY-nominated song ft Jon Batiste, ‘Candy Necklace’. Colour palettes shift through pastel tones, as well as red, black, white and blue with a few bright yellow accents.

The collection will be available to buy online at SKIMS.com from January 23rd. Until then, explore the full campaign and tune in to Lana at the GRAMMY’s for some pre-Valentine heartwarming charm.