Yahoo Lifestyle Kim Kardashian Generates Skims x Dolce & Gabbana Collection Over $3 Million in Media Exposure in Just 48 Hours With Modeling Campaign
Kim Kardashian’s Skims brand has its latest success leveraged by her social media savvy. The lifestyle brand, which is known for a growing collection of shapewear as well as apparel, announced a co-designed collection with Dolce & Gabbana on Nov. 14.
Kardashian posted the Skims co-branded line to Instagram in a variety of posts. Two of the promotions fetched the partnership more than $1 million in Media Impact Value according to Launchmetrics, adding that within 48 hours, the collection generated $3.6 million in MIV. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)
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The collection features a variety of pieces, including silk sleep sets to corsets, dresses and lingerie. Some of the pieces are done in a leopard print.
“It’s been an honor to collaborate with my friends Domenico and Stefano on this special collection for Dolce & Gabbana and Skims,” Kardashian said in a statement. “We’ve taken classic Dolce & Gabbana silhouettes and leopard prints and reimagined them with the incredible fit and comfort that Skims is known for. This is a truly iconic partnership that I’m so excited to share with the world.” It came after Kardashian collaborated with the Italian label on a collection in 2022.
For the promotional campaign, Kardashian stars along with her sister Kourtney Kardashian Barker. Kourtney Kardashian’s 2022 wedding to Travis Barker included the Italian brand as Stefano Gabbana and Domenico Dolce hosted the event. In the new campaign, the Kardashian sisters model pieces shot by Nadia Lee Cohen. The campaign, which also included video, was styled by the creative duo Chloe and Chenelle Delgadillo.
The collection is available on skims.com and at select luxury retailers, including Neiman Marcus. Prices range from $48 to $698, including bikinis, silk robes, bodysuits, dresses, bralettes and more styles.
In the past, Skims has cast the likes of Tate McRae, Kate Moss, Cardi B, Olivia Munn as the face of campaigns. Skims Mens launched a year ago and has had the likes of Usher as well as Donovan Mitchell as brand faces. When Skims Mens launched, it generated $13.8 million in media impact value in one week.
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