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Rosé of the K-pop girl group Blackpink fronts Skims‘ 2025 Valentine’s Day campaign. In new imagery lensed by Carin Backoff, the singer sports velvet slipdresses and lace-trimmed pajamas emblazoned with festive graphics.
“Valentine’s Day has always held a special place in my heart,” Rosé said in a statement. “Maybe it’s also because it’s only a few days after my birthday, it feels special to me, almost like a second round of a birthday. This collection captures that feeling with pieces that are both romantic and cute. I had an amazing time shooting this campaign, and I hope everyone feels as confident and beautiful in these pieces as I did.”
Heart-printed loungewear makes up the core of Skims’ 2025 Valentine’s Day drop. Last year, Kim Kardashian’s viral brand tapped Lana Del Rey as the face of its February campaign.
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“Every Skims campaign is designed to be iconic, and Rosé embodies that perfectly,” added Kardashian, Skims cofounder and chief creative officer. “Her elegance and energy are unmatched, and she’s the ultimate Valentine for 2025. This collection is romantic, fun and full of personality, and Rosé captured that beautifully.”
The Skims Valentine’s Shop is available to preview now at skims.com, with the collection available to purchase online and in-store starting Thursday.
Rosé was named Saint Laurent’s global ambassador in 2020, the French label’s first in nearly 60 years. She’s faced campaigns for Yves Saint Laurent Beauté, as well as the brand’s clothing and handbags. The New Zealand-born artist has also served as a spokesmodel for Tiffany & Co. since 2021.
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