Hailey Bieber has joined SKIMS with a new campaign built around the brand’s Everyday Cotton collection.
The model and Rhode founder stars in the latest campaign for Kim Kardashian’s shapewear and underwear brand, wearing cotton bras, underwear and lounge pieces in a pared-back shoot photographed by Mert Alas. W Magazine reported that the campaign marks Bieber’s SKIMS debut.
The campaign was unveiled Monday, June 22, according to PEOPLE. Bieber appears in several pieces from the Everyday Cotton line, including the Triangle Bralette and Hipster in Peony, a soft pink shade.
Bieber told W that she has been a fan of SKIMS “since the very beginning” and said she is “always wearing it.”
Bieber Models Cotton Basics in SKIMS’ Latest Campaign
View this post on Instagram
SKIMS’ Everyday Cotton line centers on bras and underwear designed around classic cotton comfort and the brand’s fitted silhouettes. PEOPLE reported that the collection includes 10 bras and underwear styles inspired by some of SKIMS’ most popular designs.
The line is available in sizes XXS to 4X, with bras offered in up to 38 sizes. PEOPLE reported that the color range includes Snow, Light Heather Grey, Sienna Heather, Cocoa Heather, Onyx and Peony.
Bieber said the collection fits the way she dresses day to day. “For me, great basics are the foundation of every wardrobe,” she said in a SKIMS release quoted by PEOPLE. “The Everyday Cotton collection has all the qualities I look for, it’s soft, comfortable, and easy to wear no matter the occasion.”
Kim Kardashian Said Bieber Makes Simple Pieces Feel Elevated
Kardashian, SKIMS’ co-founder and chief creative officer, said Bieber’s personal style made her a natural fit for the campaign.
“Hailey has a unique ability to make even the simplest pieces feel elevated,” Kardashian said in the release, according to PEOPLE. “Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”
The campaign follows a long line of celebrity-led SKIMS shoots, but this one is less about a high-concept visual hook than a recognizable fashion match. Bieber’s public style has often leaned on tanks, tees, denim, oversized jackets, neutral colors and polished beauty looks.
Bieber Named Kate Moss as a Favorite SKIMS Campaign
In her W interview, Bieber said the brand and Kardashian had “such a clear vision” and cared about what customers wanted from the products.
She also named Kate Moss’ SKIMS campaign as one of her favorites from the brand. “As someone who is inspired by the ’90s, I thought the Kate Moss one was pretty iconic,” Bieber told W.
W asked what outfit she would wear every day, and Bieber answered, “Jeans and a white t-shirt on repeat!” She also said she usually wears “some form of trousers or jeans and a good simple top,” whether that is a white tee or a vintage find.
She Also Shared What She Keeps in Her Bag
She said she always keeps SPF in her bag, along with Rhode products including Pocket Blush, Pocket Bronzer, Peptide Lip Shape and Peptide Lip Treatment. Bieber also said she uses Apple Music every day and still has Justin Bieber’s Swag album on repeat.
The SKIMS campaign arrived one day after Father’s Day, when PEOPLE reported that Bieber shared photos of Justin with their son, Jack Blues Bieber, on Instagram Stories. In one post, Justin appeared to be giving Jack a piano lesson, and Bieber wrote, “Best Daddy.”