Hailey Bieber is officially the newest face of SKIMS. The model and Rhode founder stars in the brand’s latest Everyday Cotton campaign, bringing her signature effortless style to a collection built around comfort, versatility and everyday wear. Photographed by Mert Alas, the campaign features Hailey modelling a range of cotton essentials, including triangle bralettes, underwire bras, thongs, hipsters, boy shorts and full-coverage briefs. The pieces are presented in SKIMS’ signature neutral shades alongside newer colours such as Peony, creating a soft and minimalist aesthetic that puts the focus on the collection’s fit and fabric.
In a press release, Hailey described the collection as the kind of basics she reaches for repeatedly. “For me, great basics are the foundation of every wardrobe,” she said, adding that the Everyday Cotton range is soft, comfortable and easy to wear for any occasion. Kim Kardashian, SKIMS co-founder and Chief Creative Officer, echoed the sentiment, praising Hailey’s ability to elevate even the simplest pieces through her effortless approach to style.
The campaign marks Hailey’s first-ever modelling collaboration with SKIMS, despite her long-standing friendship with members of the Kardashian-Jenner family. Over the years, she has fronted campaigns for brands including Victoria’s Secret, Calzedonia, Saint Laurent, Versace and DKNY, but had never previously appeared in a SKIMS campaign.
The Everyday Cotton collection is one of SKIMS’ core offerings and was originally introduced earlier this year. Designed as a permanent collection, it combines the feel of classic cotton with the brand’s signature fit-focused approach. The range includes ten bra and underwear silhouettes and is available in an extensive size range.
The campaign quickly generated attention across social media, with fans praising both the collection and Hailey’s styling. Adding to the buzz, Justin Bieber shared images from the campaign on social media, further amplifying excitement around the launch. The singer’s public support for his wife has become a recurring talking point among fans, and this latest campaign was no exception. The post has already garnered over 1.1 million likes.
One of the more talked-about looks from the shoot featured a pocket-style underwear silhouette that blended elements of briefs and shorts. While unconventional, the design highlighted SKIMS’ ongoing efforts to reinvent everyday basics through small but noticeable design details.
With Hailey Bieber fronting the campaign, SKIMS continues its tradition of pairing high-profile personalities with its most important launches. The collaboration not only marks a new partnership for the brand but also adds another major fashion campaign to Hailey’s growing portfolio, proving once again why she remains one of the most sought-after faces in fashion today.