Hailey Bieber Stars in Skims’ Latest Everyday Cotton Campaign

Hailey Bieber is the newest face of Skims’ Everyday Cotton campaign, appearing in a campaign for a collection built around wardrobe staples rather than trend-driven pieces.

The model and Rhode founder fronts the latest campaign for the brand’s cotton collection, bringing her signature off-duty style to imagery centred on comfort, fit and everyday wear. Photographed by Mert Alas, the campaign presents Bieber in a series of cotton bras, bralettes and underwear sets designed for daily use. The styling remains minimal, reflecting the direction Skims has taken with its Everyday Cotton range since the collection was introduced earlier this year.

Photo: Photograph by Mert Alas; Courtesy of Skims

Among the featured pieces are the Triangle Bralette, Hipster, Thong and other core styles from the collection. The campaign also introduces the soft pink “Peony” shade, which appears alongside the neutral colours that have become a defining part of the Skims identity.

Kim Kardashian, co-founder and chief creative officer of Skims, said Bieber was a suitable choice for the campaign because of her ability to make simple essentials feel current and relevant. The partnership continues the brand’s approach of pairing recognisable personalities with product-focused campaigns that highlight its core collections rather than seasonal fashion trends.

Photo: Photograph by Mert Alas; Courtesy of Skims

In statements released alongside the campaign, Bieber described quality basics as the foundation of her wardrobe and praised the Everyday Cotton range for its comfort, softness and versatility. According to Bieber, these are pieces she wears regularly because they can be worn in different settings.

The Everyday Cotton collection was launched in February as a permanent addition to the Skims catalogue. The range includes ten bra and underwear styles available in an extended size range, reinforcing the brand’s focus on accessibility and everyday practicality.

The campaign also marks Bieber’s first major Skims partnership despite her long-standing connection to the Kardashian-Jenner circle. It places her at the centre of one of the label’s key product categories.

The collection focuses on everyday basics intended for repeated wear, a message reflected throughout the campaign. The launch highlights practical wardrobe essentials and the continued expansion of Skims’ cotton range.