Hailey Bieber fronts SKIMS Everyday Cotton with the kind of stripped back polish that feels almost too obvious in the best way. Shot by Mert Alas, the campaign puts Bieber in cotton bralettes and briefs across soft neutrals, pastels, and the new Peony pink shade, turning everyday underwear into something that looks fully styled before the outfit even starts. This is not fantasy lingerie. This is the base layer under denim, sheer tanks, oversized shirts, slip dresses, low slung trousers, and every summer look that needs to feel easy but still intentional.
SKIMS built the lineup around breathable cotton, second skin fit, and 10 foundational bra and underwear styles, which sounds simple until Hailey makes the whole thing feel like an off duty uniform. A piece like the SKIMS Everyday Thong sits right in that lane, less about over styling and more about making the first layer do more work. The new Peony shade adds a softer summer hit without making the campaign feel sugary, while the tonal sets keep everything grounded in the body first SKIMS formula.
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The casting works because Hailey has basically made great basics her own visual language. Clean denim, simple shirts, barely there styling, beauty gloss, and neutral palettes already live in her orbit, so seeing her in SKIMS cotton sets feels less like a random celebrity campaign and more like a brand finding the exact person who can sell the mood without trying. It also fits into the brand’s bigger celebrity campaign machine, following the earlier SKIMS Everyday Cotton campaign with Kylie Jenner, but this version feels more model off duty than high gloss event. Hailey makes cotton underwear look like a styling decision, and honestly, that is the whole point.
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Brand DNA
Founded in 2019 by Kim Kardashian, SKIMS turns shapewear, underwear, lounge, swim, and body first basics into a global wardrobe language, with inclusive sizing, skin tone shades, and viral fit culture.
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