US ­– Riding on the success of HBO’s The White Lotus, underwear brand Skims has featured the series’ rising stars Simona Tabasco and Beatrice Grannò in its already viral Valentine’s Day campaign.

Kim Kardashian’s lingerie and shapewear brand Skims has unveiled a campaign with fan-favourite actors who played Lucia and Mia on the cult show, modelling the Fits Everybody collection. The campaign celebrates friendship, women and feeling empowered and confident in your own skin. The activation is outperforming previous campaigns on Instagram and TikTok, where the video racked over 1.2m views, compared to the 40,000–70,000 views Skims content usually averages.

In a savvy marketing move, the campaign doesn’t owe its success solely to celebrity endorsement. The affinity viewers have for the pair and their relatability and youthful spontaneity taps into another shift: striving for the real over the perfect.

Pop culture’s influence on fashion is off the charts. Think: Netflix's Bridgerton birthing Regency core, Eurphoria’s influence on beauty or the goth revival triggered by Netflix's Wednesday. But the partnership ticks other boxes too, namely with its emotional and relatable messaging on body positivity. Overall, its candid quality fits into what young consumers want from the lingerie sector.