The model leads the latest Everyday Cotton campaign, introducing fresh seasonal shades and elevated essentials designed for effortless everyday wear.
Hailey Bieber has once again become the face of one of SKIMS‘ biggest campaigns, reaffirming her close relationship with Kim Kardashian‘s bestselling shapewear and essentials label. This time, the model stars in the new campaign for the Everyday Cotton collection, which introduces a fresh palette of summer-inspired colours while reinforcing the brand’s commitment to minimalist design, premium comfort and versatile wardrobe staples.
Photographed by acclaimed fashion photographer Mert Alas, the campaign showcases Hailey Bieber wearing a selection of bras and underwear crafted from premium cotton. The imagery highlights SKIMS’ signature aesthetic, focusing on clean silhouettes, natural styling and an effortless confidence that has become synonymous with both the model and the brand.
Leading the seasonal update is ‘Peony’, a soft blush pink that is expected to become one of the defining shades of the summer. Alongside the new pastel hue, the collection expands its range of neutral tones, offering timeless colourways designed to integrate seamlessly into any wardrobe.
Rather than relying on elaborate concepts, the campaign celebrates simplicity. Every image places the spotlight on the quality of the fabrics, the second-skin fit and the understated elegance of garments designed to be worn every day. It is a visual approach that perfectly reflects SKIMS’ philosophy of elevating everyday essentials through thoughtful design and exceptional comfort.
Speaking about the collaboration, Kim Kardashian explained why Hailey Bieber was the ideal choice to front the latest campaign.
“Hailey has a unique ability to make even the simplest pieces feel sophisticated. The way she dresses always looks completely effortless, which made her the perfect person to bring Everyday Cotton to life,” Kardashian said in a statement.
Although this is far from their first collaboration, the campaign further strengthens the close creative partnership between the entrepreneur and the model. Over recent years, Hailey Bieber has become one of SKIMS’ most recognisable ambassadors, helping to define the brand’s modern and accessible image through a series of highly successful campaigns.
Originally launched earlier this year, the Everyday Cotton collection combines breathable premium cotton with SKIMS’ signature body-contouring construction, creating essentials designed to move naturally with the body. The range includes ten core underwear and bra styles that prioritise comfort without compromising on contemporary design.
The addition of the new seasonal colour palette reinforces SKIMS’ ambition to build a wardrobe of elevated basics that remain relevant beyond a single season. By combining timeless silhouettes with subtle colour updates, the brand continues to redefine everyday underwear as an essential element of modern dressing.
The new Everyday Cotton collection is now available through the official SKIMS website and selected authorised retailers worldwide.
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