Hailey Bieber Fronts SKIMS’ New Everyday Cotton Campaign

SKIMS is kicking off the summer with some major star power. The brand launched its latest campaign for its beloved Everyday Cotton collection, and the face of this one is none other than Hailey Bieber.

Lensed by legendary photographer Mert Alas, the sultry campaign captures Bieber in the brand’s premium cotton essentials. Sporting matching bralettes and briefs in pastels and neutrals, including a brand new “Peony” pink shade, the model, beauty guru and bona fide it-girl is selling the SKIMS fantasy this season.

In a press release, Kim Kardashian said “Hailey has a unique ability to make even the simplest pieces feel elevated. Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”

First launched earlier this year, the new Everyday Cotton lineup bridges classic, breathable cotton with SKIMS’ signature second-skin fit. The core collection features 10 foundational bras and underwear styles designed for ultimate versatility and daily comfort.

The Everyday Cotton collection is available to purchase now on the SKIMS website and select retailers.