K-pop star Rosé continues her meteoric rise as pop music's current It girl, starring in a new Valentine's Day campaign for SKIMS, the clothing brand co-founded by Kim Kardashian in 2019.
Launched yesterday, a series of photos shot by Carin Backoff features the "APT." singer in a range of coquettish intimates, loungewear, and sleepwear.
The campaign comes at a major point for the New Zealand-born artist, who just launched her chart-topping debut solo album "Rosie" last December.
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The BLACKPINK member spoke about the campaign's significance in a press release, sharing her love for Valentine's Day, which falls just a few days after her 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."
Kardashian chimed in to highlight the pop star's status as "the ultimate Valentine for 2025:"
"Her elegance and energy are unmatched, she's the ultimate Valentine for 2025. This collection is romantic, fun, and full of personality, and ROSÉ captured that beautifully."
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The effort highlights several pieces from the SKIMS Valentine's Day Shop, dressing Rosé in the brand's Boxer Set, Romance Cami, and Short Set, Soft Lounge Hoodie, and Velvet Lace Slip Dress.
The collection launches tomorrow, January 23, both online and in stores.
SKIMS has created a surefire marketing hit by teaming up with one of today's biggest artists.
With a history of working with names such as Sabrina Carpenter, Rosalia, and SZA, the brand has a proven track record of churning out solid influencer marketing strategies.
Influencer marketing has become a popular strategy for brands because it allows them to tap into authentic, highly engaged audiences through trusted voices.
By capitalizing on influencers' credibility and personal connections with their followers, brands can drive greater awareness, build trust, and inspire action more effectively than traditional advertising.
Rosé for Valentine's
A short ad posted on Instagram and TikTok sees the singer striking a pose against a baby pink background.
Sporting blonde curls and pieces from the new collection, Rosé shows off an effortlessly charming persona with giant paper hearts and a heart-shaped balloon.
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After firing an arrow from Cupid's bow, she ends the spot with just one statement: "This Valentine's Day, everybody's wearing SKIMS."
SKIMS has made headlines with its past Valentine's Day ads, casting pop icon Lana Del Rey in last year's effort.
Meanwhile, last December, Rosé was the face of Puma's Speedcat campaign.
