Kylie Jenner leads SKIMS’ latest campaign, photographed by Mert Alas, unveiling the Everyday Cotton collection with ten new essential designs.
SKIMS’ marketing engine is in motion once again. The brand founded by Kim Kardashian introduces its new Everyday Cotton line with a familiar face at the forefront: Kylie Jenner, starring in the campaign shot by Mert Alas.
The collection debuts ten new designs focused on everyday essentials, including bras and underwear created for daily wear. Standout pieces include the Triangle Bralette and the Thong, presented in neutral tones such as “Cocoa Heather,” “Light Heather Grey” and “Snow,” shades that reinforce the label’s minimalist aesthetic.
“I loved being part of the Everyday Cotton campaign. Cotton is such an essential fabric for daily life and this collection captures that perfectly. The bras and underwear are soft, stretchy and incredibly comfortable. The fit is amazing — exactly what you expect from SKIMS,” Kylie Jenner said in a statement.
For Kim Kardashian, the collection reflects a shift in how consumers approach fashion. “Your everyday underwear should be as considered as any other part of your wardrobe. People don’t need more basics, they need better basics,” she explained. According to the entrepreneur, the line reimagines some of the brand’s most recognisable silhouettes using premium cotton to create pieces designed for everyday wear.
With breathable, flexible cuts that maintain SKIMS’ signature fit, the launch reinforces the brand’s position in the elevated essentials market, where comfort meets accessible luxury. The collection will be available from 17 February.
