Hailey Bieber fronts SKIMS Everyday Cotton campaign

Model and entrepreneur Hailey Bieber is the latest celebrity to front a campaign for the shapewear and apparel brand SKIMS, starring in a new series of images for its Everyday Cotton collection released on Monday, June 22, 2026. The campaign, photographed by Mert Alas, features Bieber modeling simple cotton bras and underwear in a minimalist aesthetic against a plain backdrop.

The collection, which launched in February 2026 with a campaign featuring Kylie Jenner, remakes ten of the brand's core bra and underwear silhouettes in cotton. Bieber is shown in pieces like the Triangle Bralette and Hipster briefs in colors including a limited-edition shade called Peony, as well as black, white, and heather gray. The styling is intentionally pared-back, focusing on the garments' comfort and simplicity.

In a statement, SKIMS co-founder and chief creative officer Kim Kardashian said Bieber's personal style made her a natural fit for the campaign. Kardashian noted that Bieber has a unique ability to make even the simplest pieces feel elevated and that her effortless approach to style made her the perfect person to bring the Everyday Cotton line to life.

Bieber echoed that sentiment, stating...