SKIMS has revealed ROSÉ, the global pop icon and BLACKPINK sensation, as the star of its 2025 Valentine’s Day campaign. This year, the brand’s Valentine’s Day Shop returns with a collection that blends romantic elegance with modern versatility. Captured through the lens of fashion photographer Carin Backoff, the campaign focuses on ROSÉ’s captivating presence, featuring her in pieces that embody the essence of Valentine’s Day.
The 2025 Valentine’s Day Shop features a lineup of pieces that fuse sensuality and comfort. Highlights include the Velvet Lace Slip Dress, an embodiment of luxury with its rich texture and intricate lace detailing, the Soft Lounge Hoodie and Boxer Set designed for cozy sophistication, and the Romance Cami and Short Set, which strikes a balance between flirty and refined. The collection’s color palette and signature heart motifs inject an air of playful romance, capturing the spirit of Valentine’s Day.
ROSÉ expressed her personal connection to the holiday, noting, “Valentine’s Day has always held a special place in my heart. Maybe it’s because it’s just a few days after my birthday – it feels like a second celebration. This collection captures that feeling perfectly, with pieces that make you feel both romantic and cute. Shooting this campaign was an amazing experience, and I hope everyone feels as confident and beautiful in these designs as I did.”
ROSÉ’s partnership with SKIMS comes on the heels of a great year. Her debut studio album, rosie, made history as the highest-charting album by a Korean female soloist, debuting at No. 3 on the Billboard 200. Her collaboration with Bruno Mars on “APT” secured her a place in global music history, reaching the top five on the Billboard Hot 100 and dominating the Billboard Global 200 chart for over 11 weeks.
Kim Kardashian, SKIMS Co-Founder and Chief Creative Officer, praised ROSÉ’s presence in the campaign. “Every SKIMS campaign is meant to resonate as iconic, and ROSÉ is the embodiment of that energy. Her elegance, confidence, and unique personality perfectly complement the spirit of this collection. She truly is the ultimate Valentine for 2025.”
With offerings ranging from plush loungewear to delicately designed intimates, the collection stands out for its use of rich fabrics, flattering cuts, and distinctive details like lace accents and bold color choices.
SKIMS Valentine’s Day Shop is open for preview now, with the full collection available for purchase starting January 23, 2025. Shoppers can explore the collection both online at SKIMS.com and in select stores.
