When Sabrina Carpenter appeared in SKIMS’ April 2024 Spring campaign, she was fresh off Taylor Swift’s Eras Tour with one Billboard #1 (“Feather”) and modest recognition. Four months later, “Espresso” would make her a global phenomenon. But the SKIMS campaign generating $5.5 million in media impact value proved Kim Kardashian’s casting instincts were flawless: she’d identified fashion’s next “it girl” before the rest of the world caught on.
The timing was strategic brilliance. Campaign dropped April 1, 2024, ahead of Carpenter’s Coachella debut (April 12-19) and three months before “Espresso” dominated summer. By positioning Carpenter in ’90s nostalgia lingerie surrounded by band posters and CD stacks, SKIMS didn’t just sell underwear. They sold an aesthetic that would define Carpenter’s breakout year, creating templates for the Short n’ Sweet tour wardrobe that followed.
Campaign Impact:
- Media value: $5.5M (higher than Usher’s $4.7M, lower than Lana Del Rey’s $4M single Instagram placement)
- Launch date: April 3, 2024 (week before Coachella debut)
- Instagram reach: 33.2M followers when Carpenter posted campaign
- Collections: Stretch Lace, Fits Everybody (Cotton Candy pink, Lemonade yellow, Gray Talc)
- SKIMS valuation: $4B (2023 Series C funding)
- Carpenter’s positioning: “Gen Z zeitgeist” per SKIMS, “it factor resonates with next generation” per Kim Kardashian
The campaign’s success wasn’t measured just in MIV or sellout speed. It positioned Carpenter as fashion authority months before music breakthrough, creating foundation for 2024’s meteoric rise: #5 Google Trends music searches, Halloween costume domination (heart corset most-searched), 316% spike in go-go boots searches attributed to Carpenter’s style influence.
From Taylor Swift Tour Opener to SKIMS Campaign Star
The Strategic Casting Decision
SKIMS’ April 2024 casting represented calculated risk. Carpenter had opened Taylor Swift’s Eras Tour in Australia and Singapore, scored first Billboard Pop Airplay #1 with “Feather,” but hadn’t yet achieved mainstream breakthrough. Kim Kardashian bet on trajectory rather than current status, identifying Carpenter’s “fashion sense and ‘it’ factor” resonating with Gen Z.
The decision aligned with SKIMS’ 2024 celebrity strategy: cast rising stars whose cultural momentum would compound campaign value. Usher (Super Bowl performer, $4.7M MIV), Lana Del Rey (Valentine’s campaign, $4M MIV single placement), WNBA partnership ($392K MIV). Carpenter fit pattern: emerging superstar at inflection point, authentic brand affinity, Gen Z demographic alignment.
Strategic Positioning:
- Timing: After Eras Tour spotlight, before Coachella debut
- Demographic: Gen Z “next generation” (Carpenter then 24 years old)
- Authenticity: Carpenter longtime SKIMS fan before partnership
- Collections: Spring refresh (Stretch Lace, Fits Everybody new colorways)
- Campaign aesthetic: ’90s nostalgia matching Carpenter’s cultivated image
- Industry context: Post-Lana Del Rey coquette campaign, Victoria’s Secret competition
Kim Kardashian’s statement emphasized Carpenter’s fashion credibility: “Sabrina is not only very talented musician, but she also has fashion sense and ‘it’ factor that really resonates with next generation. With her upcoming Coachella debut, there couldn’t be better time to have her star in SKIMS campaign.”
The ’90s Nostalgia Formula
Campaign aesthetic built entirely around Carpenter’s established persona: nostalgic, ultra-feminine, playful-sexy without male gaze. Bedroom setting featured band posters, CD stacks, cordless landline phone, floral curtains, creating teenage dream atmosphere. Carpenter posed coyly in Cotton Candy pink corsets, Lemonade yellow lace, Gray Talc babydoll tops.
Visual strategy worked because Carpenter’s aesthetic already leaned heavily ’90s-2000s nostalgia. Her Disney Channel background (Girl Meets World), vintage fashion appreciation, high-feminine styling made SKIMS partnership feel authentic rather than transactional. Unlike celebrity endorsements appearing forced, campaign looked like natural extension of Carpenter’s existing brand.
The $5.5 Million Media Impact Value
How MIV Stacked Against SKIMS’ 2024 Roster
Launchmetrics’ proprietary MIV metric calculates true monetary value of marketing strategies across print, online, social media to determine ROI. Sabrina Carpenter’s campaign generated $5.5 million total MIV, positioning her among SKIMS’ highest-value 2024 partnerships. Comparison context:
- Lana Del Rey: $4M from single Instagram placement (Valentine’s campaign)
- Usher: $4.7M total (Super Bowl halftime performer, February 2024)
- Carpenter: $5.5M total (April 2024, pre-“Espresso” breakthrough)
- WNBA partnership: $392K single placement (May 2024)
Carpenter’s MIV exceeded Usher despite Super Bowl’s massive platform, demonstrating Gen Z engagement power. Her 33.2 million Instagram followers drove organic reach when she posted “hellooo it’s sabrina your spring @skims girl 💞🍒🐣.” Comments flooded with fire emojis, musical friends like Kehlani noting “oh ur eating.” Even Barry Keoghan (Carpenter’s then-boyfriend) publicly thirsted: “🔥🥵 barbie emoji.”
MIV Breakdown Factors:
- Earned media coverage: WWD, Nylon, Rolling Stone, Billboard, W Magazine extensive features
- Social engagement: Instagram post drove millions impressions, thousands comments
- Influencer amplification: Fashion bloggers, TikTok creators recreating looks
- Brand awareness spike: SKIMS mentioned alongside Carpenter across platforms
- Collection sellout speed: Campaign projected to match previous star-approved collabs
- Long-term value: Carpenter’s subsequent fame retroactively increased campaign worth
The Swiftie Controversy That Amplified Reach
Unexpected element boosted campaign visibility: Swiftie backlash. Carpenter’s Eras Tour association (opened shows in Australia, Singapore) created tension when she promoted SKIMS given Kim Kardashian-Taylor Swift history (2016 Kanye West “Famous” controversy, ongoing fan conflict).
Some Swifties criticized Carpenter for partnering with Kardashian’s brand after Swift gave her career-defining tour opportunity. Media outlets covered controversy extensively, generating additional press beyond typical campaign coverage. Anne of Carversville noted: “Not all Swifties were onboard with Sabrina Carpenter promoting SKIMS when Kim and ex-husband Kanye West have such sketchy history with biggest pop star on planet.”
The controversy, while negative for some audiences, expanded campaign reach exponentially. Every think piece, Twitter debate, Reddit discussion amplified SKIMS visibility. PR truism proved accurate: controversy drives engagement more effectively than positive coverage alone. Carpenter navigated gracefully, neither addressing nor apologizing, letting campaign speak for itself.
Collections That Sold Based on Celebrity Association Alone
Stretch Lace and Fits Everybody Product Strategy
SKIMS branded April 2024 drop “most alluring underwear yet,” introducing new colorways in signature collections. Stretch Lace featured delicate rosette accents, halter neck styles, micro thongs, high-cut bodysuits. Fits Everybody emphasized “second-skin feel” Carpenter praised in press statements.
Campaign showcased specific pieces Carpenter wore across ’90s bedroom setting:
- Cotton Candy pink corset bra: String-tied bikini bottoms, rosette details, sold out predicted timeframe
- Lemonade yellow lace pieces: Babydoll tops, split open front connected to unlined bra
- Gray Talc (Faded Nectar) intimates: Long-sleeved tees paired with cheeky briefs coordination
- Sage green bodysuit: Fits Everybody collection, photographed reclining with earbuds aesthetic
Collections officially launched April 3, 2024, 9am PT/12pm ET on SKIMS.com. Media outlets warned buyers: “Just like previous star-approved collabs, it’s most likely going to sell out. That means you may want to quickly add lacy apparel to your cart.” Pattern held true across SKIMS celebrity partnerships (Lana Del Rey Valentine’s, Usher Super Bowl, Kate Moss launch all sold rapidly).
Product Positioning:
- Price accessibility: SKIMS positioned below luxury lingerie, above fast fashion
- Gen Z appeal: Colorways (Cotton Candy pink, Lemonade yellow) targeted younger demographic
- Versatility marketing: Campaign showed pieces styled as loungewear (tees with briefs) and standalone lingerie
- Comfort emphasis: Carpenter quoted praising “delicacy of Stretch Lace and second-skin feel of Fits Everybody”
- Celebrity proof: Carpenter’s authentic enthusiasm (“I’ve always been fan of brand”) drove conversion
How Celebrity Campaigns Drive SKIMS’ Victoria’s Secret Rivalry
SKIMS’ 2024 campaign strategy directly challenged Victoria’s Secret market dominance. Where VS spent decades with Angels franchise, SKIMS rotated diverse celebrity roster: musicians (Carpenter, Lana Del Rey, Usher, Cardi B, Nelly Furtado), supermodels (Kate Moss, Heidi Klum, Tyra Banks, Alessandra Ambrosio together), actors (Kim Cattrall, Megan Fox, Kourtney Kardashian), athletes (WNBA partnership, NBA deal).
Anne of Carversville’s analysis noted competitive dynamics: “SKIMS-who is playing hardball with Victoria’s Secret-calls Stretch Lace offering ‘most alluring underwear drop yet.’ ‘Alluring’ is not word that described original SKIMS. But brand drops one fabulous collection after another these days.” Retail expansion plans (Austin, Houston, Los Angeles flagship, New York City) positioned SKIMS for direct Victoria’s Secret confrontation in premium mall locations.
Carpenter campaign dropped strategically: weeks before Victoria’s Secret needed respond, months before VS eventually featured Carpenter in October 2024 Short n’ Sweet tour bodysuits (150,000 crystals, custom pieces). SKIMS claimed Carpenter first, defining her lingerie aesthetic before Victoria’s Secret adaptation.
April 2024: The Setup for “Espresso” Summer Dominance
Coachella Debut as Campaign Extension
SKIMS campaign launched week before Carpenter’s April 12-19 Coachella performances. Strategic timing created natural campaign extension: fashion press covering Coachella featured SKIMS references, Carpenter’s ’90s aesthetic dominated festival coverage, campaign imagery flooded social feeds alongside live performance clips.
Coachella performance wardrobe echoed SKIMS campaign aesthetic. Carpenter wore vintage Victoria’s Secret teddy (different brand but similar ultra-feminine vibe), platform go-go boots, nostalgic styling. Critics noted cohesive visual brand: whether SKIMS campaign or festival performance, Carpenter projected consistent playful-sexy femininity.
Coachella Impact on Campaign:
- Festival press coverage mentioned SKIMS partnership extensively
- Fashion outlets (Vogue, Elle, Harper’s Bazaar) covered Carpenter’s aesthetic evolution
- TikTok creators recreated SKIMS-inspired looks for festival season
- “Espresso” teased at Coachella (released publicly April 11) amplified Carpenter’s visibility
- Campaign positioned Carpenter as fashion authority before musical breakthrough
Fashion Icon Status Before Music Breakthrough
Critical insight: SKIMS campaign established Carpenter’s fashion credibility months before “Espresso” made her pop superstar. When song dominated summer (#5 Google Year in Search global songs, 2.24B views), fashion press already recognized Carpenter as style authority. July-August Short n’ Sweet album promotion built on foundation SKIMS laid April.
By October 2024, Carpenter appeared Google’s top 9 most popular Halloween costumes. Heart corset from tour became most-searched costume element. Google data revealed “heart corset being searched more than ever” with Carpenter “top person searched with it.” Boohoo analysis showed go-go boots searches spiked 316% attributed to Carpenter and Chappell Roan’s styling influence.
SKIMS positioned Carpenter ahead of curve. Campaign gave fashion industry permission to take her seriously before mainstream breakthrough, creating feedback loop: fashion press elevated her style, mainstream audiences noticed fashion coverage, elevated styling became Carpenter’s defining characteristic alongside music.
The Short n’ Sweet Tour Wardrobe That Proved SKIMS Right
Victoria’s Secret Takes Over Where SKIMS Started
September 2024 Short n’ Sweet tour launch vindicated SKIMS’ April bet spectacularly. Carpenter’s tour wardrobe-custom Victoria’s Secret bodysuits covered in 150,000 crystals, babydoll negligees, platform boots, ultra-feminine aesthetic-directly descended from SKIMS campaign playbook. Stylist Jared Ellner built tour looks around same nostalgic femininity SKIMS campaign established.
Tour wardrobe breakdown across three acts demonstrated evolution SKIMS anticipated:
- Act I: Custom Victoria’s Secret corset bodysuits (butter yellow, pale pink, baby blue, fiery red) with matching sheer negligees, garter belts reading “Taste me” and “I’m working late,” bedroom props
- Act II: Custom Patou black lace capri catsuit with opera gloves, black Mary Janes covered crystals, “Feather” section color-coded bow necklaces
- Act III: Custom Ludovic de Saint Sernin two-piece embellished tops with skirts featuring white hem accents, pink/black/blue/red versions rotating
Every element SKIMS campaign showcased-delicate lace, playful-sexy aesthetic, nostalgic femininity, platform footwear, carefully curated color palettes-appeared magnified across 70+ tour shows. Carpenter’s Instagram transformed into fashion portfolio, fans recreating looks, media outlets publishing “What to Wear to Sabrina Carpenter Concert” guides.
Tour Fashion Impact:
- Vogue feature: Carpenter and Ellner broke down tour look inspirations (Brigitte Bardot, Marilyn Monroe, ABBA)
- Halloween 2024: Carpenter #9 Google most popular costumes, heart corset most-searched element
- Go-go boots: 316% search spike worldwide, 163% US searches (Boohoo analysis)
- Concert outfit guides: Refinery29, Cosmopolitan, ASOS, Harper’s Bazaar extensive coverage
- Style icon status: 2024 solidified Carpenter alongside Chappell Roan, Charli XCX as Gen Z fashion leaders
$12 Million Net Worth Built on Fashion Brand Partnerships
By 2025, Carpenter’s net worth reached $12 million with fashion partnerships driving significant revenue beyond music. SKIMS campaign represented first major lingerie deal, establishing template for subsequent partnerships: Marc Jacobs Sack Bag collection, Prada Beauty, Redken Global Ambassador (Acidic Bonding Concentrate campaign), Samsung USA Team Galaxy, Versace eyewear.
Media analysis showed Carpenter’s SKIMS and Marc Jacobs campaigns alone raised media impact value $5.5 million in two days. Her expertise positioning herself as Gen Z style authority translated directly into commercial success. Unlike musicians depending solely on streaming/touring revenue, Carpenter diversified income through strategic fashion partnerships reinforcing her aesthetic brand.
SKIMS’ $4 Billion Valuation and Celebrity Strategy That Works
How Star-Approved Campaigns Drive Billion-Dollar Growth
SKIMS reached $4 billion valuation following 2023 Series C funding round, positioning for 2024 IPO. Celebrity campaign strategy played crucial role in valuation growth. By casting buzzy names generating massive MIV (Carpenter $5.5M, Usher $4.7M, Lana Del Rey $4M single placement), SKIMS maximized marketing ROI while building aspirational brand equity.
Traditional advertising spending couldn’t achieve SKIMS’ earned media reach. Carpenter’s single Instagram post to 33.2 million followers generated millions in equivalent advertising value. Fashion press coverage, social media conversations, influencer amplification multiplied initial investment exponentially. Launchmetrics’ MIV calculation captured this multiplier effect, explaining why SKIMS prioritized celebrity partnerships over conventional campaigns.
SKIMS Growth Metrics:
- 2019 launch → 2023 $4B valuation (four years)
- 2024 retail expansion: Austin (The Domain, opened November 2023), planned Houston, Los Angeles flagship, New York City, “Apple-location cities” per CEO Jens Grede
- Celebrity roster 2024: Carpenter, Lana Del Rey, Usher, Cardi B, WNBA athletes, BLACKPINK’s Rosé (Valentine’s 2025)
- Product expansion: Original shapewear → underwear, loungewear, swim, Dolce & Gabbana collaboration
- Competitive positioning: Direct Victoria’s Secret challenge in premium lingerie market
Why Authenticity Beats Transaction in Gen Z Marketing
Carpenter’s campaign succeeded because authenticity showed through. She told press “I’ve always been fan of brand,” praised specific collections (“delicacy of Stretch Lace and second-skin feel of Fits Everybody”), wore pieces naturally suiting her aesthetic. Contrast with forced celebrity endorsements appearing transactional: Carpenter genuinely loved SKIMS, campaign reflected that reality.
Gen Z consumers reward authentic brand relationships, punish obvious cash grabs. Carpenter’s SKIMS partnership felt like extension of her existing style rather than departure for paycheck. She’d already modeled lingerie for Savage x Fenty 2021 show, comfortable showcasing body-positive messaging: “When in something that shows so much skin, you can just own every part of yourself. It’s really special.”
SKIMS bet paid off months later when “Espresso” made Carpenter household name. Brands scrambling to partner with newly-famous pop star found SKIMS already established relationship, campaign imagery permanently associated with Carpenter’s aesthetic, collections sold out based on her authentic endorsement.
The Bottom Line
The Sabrina Carpenter SKIMS campaign generated $5.5 million media impact value in April 2024, positioning her as Gen Z fashion icon three months before “Espresso” made her pop superstar and establishing visual template for Short n’ Sweet tour aesthetic that followed.
Why This Campaign Mattered:
- Timing brilliance: Launched week before Coachella, months before music breakthrough
- Fashion credibility: Established style authority before mainstream recognition
- Authentic partnership: Carpenter’s genuine brand affinity showed through campaign
- Cultural momentum: Campaign anticipated Carpenter’s trajectory before public caught on
- Commercial success: $5.5M MIV exceeded Usher’s Super Bowl campaign value
SKIMS cast Carpenter when she was Taylor Swift tour opener with modest recognition, betting on trajectory rather than current status. Kim Kardashian identified “it factor” and “fashion sense resonating with next generation” before public consensus formed. Within four months, Carpenter dominated summer with “Espresso,” sold out 70+ arena tour shows, appeared #9 Google most popular Halloween costumes, drove 316% spike in go-go boots searches. Campaign’s ’90s nostalgia aesthetic created visual vocabulary defining her 2024 breakthrough year.
Financial validation came through Launchmetrics’ MIV calculation capturing the multiplier effect: Carpenter’s Instagram post to 33.2 million followers, extensive fashion press coverage, social media conversations, and influencer recreations generated returns far exceeding initial investment. By 2025, Carpenter’s $12 million net worth included significant fashion partnership revenue beyond music. SKIMS and Marc Jacobs campaigns alone raised her media impact value $5.5 million in two days.
The campaign succeeded because authenticity showed through. Gen Z consumers rewarded genuine endorsement over transactional celebrity sponsorship, buying collections based on Carpenter’s real love for SKIMS aesthetic. When fashion press later crowned Carpenter style icon alongside Chappell Roan and Charli XCX, SKIMS could claim they saw it first.
