Overview
- SKIMS released campaign photos starring Hailey Bieber on Monday, June 22, 2026, marking her first advertising campaign for the brand and a new roll‑out for the Everyday Cotton line.
- Bieber said the collection is soft, comfortable and part of her everyday wardrobe, describing the pieces as items she reaches for repeatedly.
- Kim Kardashian, SKIMS co‑founder, praised Bieber’s effortless style and said she elevates even the simplest pieces, tying the choice of talent to the brand’s creative direction.
- Photographed by Mert Alas against a bare gray backdrop with direct flash and minimal styling, the imagery emphasizes the collection’s simplicity and wearability.
- Everyday Cotton remakes ten core bra and underwear silhouettes in cotton, is offered in multiple colors and extended sizes (XXS to 4X, bras in up to 38 sizes), and has been amplified through posts by Bieber and Justin Bieber and widespread fashion press coverage.