Overview
- SKIMS released the campaign on Monday, June 22, 2026, showing Hailey Bieber wearing the Triangle Bralette and Hipster from the Everyday Cotton line.
- Bieber said the collection is soft, comfortable and easy to wear and that she reaches for the pieces repeatedly.
- Kim Kardashian, SKIMS co‑founder and chief creative officer, called Bieber the right fit for making simple cotton pieces feel elevated.
- Everyday Cotton launched in February and includes 10 bra and underwear silhouettes in sizes XXS–4X and bras up to size 38 with select pieces like the Hipster and Triangle Bralette offered in a limited Peony colorway.
- The campaign follows SKIMS’s pattern of celebrity-fronted activations and was amplified on social media by Hailey and Justin Bieber, a push that supports the brand’s mainstream, accessibility-driven strategy and could boost visibility and sales for its basics range.