SKIMS is a multi-billion dollar company.

Kim Kardashian has built her shapewear and loungewear empire using, yes, the fame and money she already has at her disposal, but also a clear flair for flashy marketing ideas. (Of course, I'm under no illusions that she doesn't have a great marketing team, but she is indeed quite involved.)

In any case, after having Kourtney Kardashian and Megan Fox in the campaign in September 2021, i.e., shortly after the antics at the VMAs, SKIMS decided to add White Lotus season 2 actresses to the 2023 Valentine's Day campaign, namely Once again, it aimed for the middle of the age by casting Via Granno and Simona Tabasco.

Granno and Tabasco play the unforgettable Mia and Lucia in the limited series.

SKIMS shared a series of images from the campaign on its Instagram account, most of which feature the two rising Italian stars in pink and red underwear sets, some of which feature small hearts.

Nevertheless, the two women also modeled sexier black lace sets.

The caption of the first photo shared by the brand reads, "Available January 26: Valentine's Day Shop. Breakout stars and real-life best friends Simona Tabasco (@SimonaTabasco) and Bea Granno (@BeaGranno) appear together for SKIMS."

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People were suitably impressed with the idea of featuring an actress from a TV show that is doing so well right now, especially as awards season continues.

"It's genius," someone wrote. Someone else said, "Drop the mic."

Much like my own thoughts, one commenter said, "Your marketing skills are a winner Kim. Really." and another commenter added, "This is marketing."

Last but not least, saying what we were all thinking, one fan commented, "I want to see Jennifer Coolidge in the campaign next. Yes, please.