SKIMS unveiled its latest campaign starring Hailey Bieber for Everyday Cotton, the brand’s premium cotton collection of bras and underwear.
Photographed by Mert Alas, the campaign showcases key styles including the Triangle Bralette and Hipster in Peony.
“Hailey has a unique ability to make even the simplest pieces feel elevated,” says Kim Kardashian, SKIMS Co-Founder and Chief Creative Officer. “Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”
Originally launched in February 2026, Everyday Cotton is a core SKIMS collection that combines the feel of classic cotton with the brand’s signature fit. Featuring 10 bras and underwear styles inspired by some of SKIMS’ most popular silhouettes, the collection offers everyday essentials designed for comfort and versatility.
“For me, great basics are the foundation of every wardrobe,” says Hailey Bieber.
“The Everyday Cotton collection has all the qualities I look for—it’s soft, comfortable, and easy to wear no matter the occasion. These are the pieces I find myself reaching for again and again.”
The assortment is available to shop in-store and online at SKIMS.com. Styles are offered in sizes XXS – 4X, with bras available in up to 38 sizes in classic SKIMS neutrals such as Snow, Light Heather Grey, Sienna Heather, Cocoa Heather, Onyx, and most recently, Peony.
