Rosé from Blackpink x Skims: A Collaboration Designed to "Break the Internet"

Skims, the lingerie and loungewear brand co-founded by Kim Kardashian, is making headlines once again with a bold advertising campaign. This time, Rosé, the iconic member of K-pop group Blackpink, has been unveiled as the face of the brand's special Valentine's Day 2025 collection.

Rosé, whose duet "Apt" with Bruno Mars currently tops the Billboard Hot 100, stars in a series of romantic Skims pieces. Captured by photographer Carin Backoff, the singer showcases items ranging from lace slip dresses to pastel boxers and shorts. True to her soft and elegant aesthetic, this campaign seamlessly aligns with her public image.

Blackpink's Rosé for Skims. Photography Carin Backoff

The Power of Celebrity Endorsements in Fashion Marketing
The partnership between Skims and Rosé exemplifies a growing trend: leveraging global celebrities to capture consumers' attention worldwide. By choosing a K-pop icon, Skims not only seeks to attract a Western audience but also aims to capitalize on Blackpink's immense popularity in Asia and beyond.

Kim Kardashian, commenting on the campaign, described Rosé as "the perfect embodiment of elegance and energy." While flattering, this statement underscores a well-oiled strategy to associate the brand with values of inclusivity and universal desirability.

Ongoing Controversies
Despite its commercial and marketing success, Skims is not without criticism. In 2024, the brand faced backlash for its lack of transparency, earning a zero score in a fashion accountability report. As consumers demand more transparency and ethics, the disconnect between the glamorous campaigns and internal practices could pose long-term challenges.

A Blend of Emotional and Strategic Marketing
In the campaign, Rosé states, "Valentine’s Day has always held a special place in my heart [...] This collection captures that feeling with pieces that are both romantic and cute." These words, combined with the campaign's polished aesthetics, reinforce emotional storytelling. This approach pushes consumers to associate the clothing not just with style but also with feelings of love and self-confidence.

The Rise of Transcontinental Collaborations
This campaign highlights a key trend: the globalization of collaborations in the fashion industry. American brands are seeking to reach broader audiences by partnering with cultural icons from other regions, such as K-pop for Asia.

Brilliant Strategy or Opportunism?
While the Valentine’s Day collection goes on sale on January 23, one question lingers: How far are consumers willing to separate a brand’s public image from its internal practices? Skims continues to captivate with masterful campaigns, but its future growth will depend on its ability to meet rising expectations for social and environmental responsibility.