Hailey Bieber Look Poised in Skims Everyday Cotton Campaign

Published: June 23, 2026 Last Updated 2 hours ago by Esther Ejoh

Hailey Bieber, the model, known for her minimalist yet refined style, leads the Everyday Cotton collection campaign.

Launched on June 22, 2026, the campaign highlights comfort and sophistication, appealing to those who value luxury in everyday essentials.

Kim Kardashian, Skims co-founder and chief creative officer, noted that Hailey elevates simple pieces with ease. Her approach makes her an ideal representative for the cotton line, which focuses on breathable, everyday essentials rather than the brand’s more sculpting or provocative styles.

Hailey Bieber’s personal style is defined by casual, understated pieces such as oversized tees and classic jeans, complemented by a natural look. The campaign reflects this aesthetic throughout.

Photographed by Mert Alas, the campaign features Bieber in peony pink triangle bralettes, hipster briefs, and other essentials from the Everyday Cotton range. The visuals convey her relaxed style, emphasising underwear designed for everyday wear.

Bieber herself echoed this sentiment: “For me, great basics are the foundation of every wardrobe. The Everyday Cotton collection has all the qualities I look for—it’s soft, comfortable, and easy to wear no matter the occasion. These are the pieces I find myself reaching for again and again.”

While Bieber has previously collaborated with Skims, this campaign represents a significant and authentic partnership.

With nearly 60 million Instagram followers, she manages major campaigns for brands such as Rhode, Saint Laurent, and Alaïa, while sharing aspects of her family life. Her endorsement enhances Skims’ reputation for inclusivity, quality fabrics, and a broad size range from XXS to 5X.

Launched earlier in 2026, the Everyday Cotton collection has become a key offering alongside Skims’ shapewear and bolder styles. This line prioritises premium natural fibres for breathability, softness, and durability, distinguishing it from more controversial or novelty items.

The collection includes triangle bralettes, hipsters, thongs, and full-coverage briefs in a range of versatile colours.

A complete set, such as the peony styles featured in the campaign, is priced at approximately $54, making Skims accessible to a wide audience seeking quality essentials.

Skims consistently aligns its campaigns with the unique styles of its ambassadors, such as Sabrina Carpenter in lace and Lana Del Rey in silk.

Hailey’s campaign is notable for its simplicity, highlighting Skims’ strength in foundational pieces that promote confidence.

Hailey Bieber’s participation reflects a broader trend toward intentional, high-quality basics in fashion. In a market dominated by fast trends, premium cotton underwear emphasises comfort as a key luxury.

Justin Bieber further promoted the campaign on social media, increasing engagement and demonstrating their influence.

Consumers now have more choices for comfortable, high-quality intimates. Cotton’s moisture-wicking and soft qualities make it suitable for layering under various outfits.

Skims’ inclusive sizing ensures that more people can enjoy elevated everyday basics, as exemplified by Bieber.

Industry observers note that campaigns like this reinforce Skims’ evolution from shapewear to a lifestyle brand focused on confidence and comfort.

The model’s relaxed style makes the cotton collection both aspirational and accessible, encouraging investment in lasting essentials.

Hailey Bieber’s Skims campaign highlights effortless style grounded in quality basics. Whether you prefer soft peony tones or neutral essentials, the Everyday Cotton line offers softness, fit, and versatility.

Photo: Skims