# Lana Del Rey for Skims Valentine’s Day

> Launchmetrics valued the campaign’s first four days of publicity at $13.7 million.

- Owner: SKIMS
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2024-01-18
- Peak date: Week of Jan 18, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 31 (Niche), v1.2
- Mechanics: Identity badge, Newsjacking, Platform jump, Press loop, Scarcity drop

## Summary

Skims released Del Rey’s Valentine’s creative on Instagram. Contracted celebrity posts ran alongside X replies, Reddit discussion and fan merchandise. Launchmetrics estimated $13.7 million in publicity value; the shop later opened with reported website problems.

## Timeline

- 2024-01-16 — Coachella (Press) — Coachella announced Del Rey as a headliner two days before the Skims campaign appeared.
- 2024-01-18 — SKIMS (Instagram) — Skims posted Del Rey in a blue teddy inside a heart-shaped box for its Valentine’s Shop.
- 2024-01-18 — Vogue (Press) — Vogue published a launch interview in which Del Rey described how Skims approached her.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/skims-lana-del-rey

Cite as: How It Spread (2026). “Lana Del Rey for Skims Valentine’s Day.” Case HIS-00811. Spread Score v1.2: 31/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00811