# Nicola Coughlan for Skims Soft Lounge

> Skims’s campaign video showed 128,124 likes on its live Instagram counter.

- Owner: SKIMS
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2024-06-17
- Peak date: 2024-06-18
- Spread Score: 17 (Niche), v1.2
- Mechanics: Newsjacking, Identity badge, Controversy, Platform jump, Press loop

## Summary

Skims released Coughlan’s Soft Lounge campaign on June 17. Fans shared the photographs on Reddit as Instagram comments mixed praise with boycott demands. GDELT news volume peaked the following day. No campaign sales total was established.

## Timeline

- 2024-06-17 — Nicola Coughlan / SKIMS (Instagram) — Coughlan posted a Soft Lounge campaign photograph captioned “Everybody’s wearing @SKIMS.”
- 2024-06-17 — r/popculturechat (Reddit) — Reddit users shared the campaign and praised its photographs while rejecting purchases from Skims.
- 2024-06-17 — Good Morning America (Press) — ABC covered the campaign and linked its casting to praise for body positivity in Bridgerton.

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-nicola-coughlan

Cite as: How It Spread (2026). “Nicola Coughlan for Skims Soft Lounge.” Case HIS-00898. Spread Score v1.2: 17/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00898