Skims has unveiled its highly anticipated 2025 Valentine’s-themed collection, and this year, the brand has taped none other than global pop sensation Rosé, from K-pop band BLACKPINK, as the face of the campaign. The collection, which dropped on January 23, embraces the projected theme of ‘classic romance’, featuring an array of heart-printed loungewear, velvet slip dresses, and lace-trimmed pyjamas, alluding to both comfort and allure.
Shot through the artistic lens of renowned photographer Carin Backoff, the imagery captures the effortless elegance and charm that has made the pop star a fashion icon as she flaunts the Sultry Velvet Lace Slip Dress, the Soft Lounge Hoodie and Boxer set, and the Romance Cami and Short Set.
I hope everyone feels as confident and beautiful in these pieces as I did.
When asked about the collaboration, Rosé highlighted her reasoning for her special relationship to Valentine’s Day: “Valentine’s Day has always held a special place in my heart. 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.”
Rosé's partnership with Skims marks yet another milestone in what has been a record-breaking year for the K-pop star. Her debut solo album, Rosie, made history by soaring to no.3 on the Billboard 200- making it the highest charting album by any Korean female soloist. Furthermore, her collaboration with Bruno Mars on the hit single “APT” saw her become the first Korean female artist to break into the Billboard Hot 100’s top 5.
The BLACKPINK star joins an illustrious list of past Skims ambassadors, including Charli XCX, Kim Cattrall, Ice Spice, PinkPantheress, SZA, and many more. With a stunning campaign that perfectly blends romance and modern femininity, Rosé’s collaboration with Skims proves to be a match made in fashion heaven.