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Marketing Brand Strategy Kim Kardashian

Skims taps White Lotus stars for Valentine’s Day campaign


By Hannah Bowler | Senior Reporter

January 24, 2023 | 5 min read

Simona Tabasco and Beatrice Grannò (Mia and Lucia in the HBO show) front campaign for latest collection from Kim Kardashian’s shapewear brand.

Skims Valentine's Day 2023 ad campaign

Skims' Valentine's Day 2023 ad campaign / Skims

Skims, the shapewear brand co-founded by Kim Kardashian, has recruited two of the standout stars from season two of White Lotus for its latest Valentine’s Day campaign as the brand looks to tap into more cultural moments.

The campaign comes after Skims co-founder and chief executive officer Jens Grede told The Drum the business was to invest more time and money in executing pop culture moments.

Simona Tabasco and Beatrice Grannò, who played Mia and Lucia in the hit HBO show which aired last year, feature in the campaign modeling Skims’ new Valentine’s Day collection.

Kardashian, a self-confessed fan of the show, announced the campaign on Instagram.

The HBO series is one of the most talked about shows of the past year. The comedy has already racked up multiple Emmys and Critics Choice Awards, plus picked up a Golden Globe for best miniseries.

“I love everything Skims stands for!” added Tabasco. “To be featured in a global fashion campaign with Beatrice that celebrates friendship, women and feeling empowered and sexy in your own body is so rewarding.”

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Grede, a former ad agency exec, said Skims’ marketing is at its best when it creates campaigns that are “newsworthy by the content of the campaign”. This style of the campaign follows stunts like reuniting the Victoria’s Secret Angels and bringing iconic actress Brooke Shields out of retirement.

Marketing Brand Strategy Kim Kardashian

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