Hailey Bieber front‑runs SKIMS “Everyday Cotton” lingerie campaign

Model Hailey Bieber has been announced as the face of SKIMS’ new Everyday Cotton collection. The campaign, photographed by Mert Alas, showcases minimalist cotton lingerie in neutral, pink and black tones, emphasizing simple triangle bras, string thongs and low‑rise briefs. SKIMS co‑founder Kim Kardashian praised Bieber’s “unique ability to make even the simplest pieces feel elevated” and highlighted her effortless style as a perfect fit for the line.

The images have drawn attention on social media for both the sleek aesthetic and for showcasing natural skin texture, with some viewers noting the presence of stretch marks and commending the brand’s minimal retouching. Bieber also shared the campaign on her Instagram, reiterating her appreciation for soft, comfortable basics.

The launch adds to Bieber’s expanding portfolio, which includes her own skincare brand Rhode, while reinforcing SKIMS’ strategy of partnering with high‑profile personalities to promote its everyday wear.