SKIMS continues its run of enlisting undisputed superstars with its latest Everyday Cotton campaign, this time led by none other than Hailey Bieber.
As the Rhode founder explained in a statement shared with Complex, throwing her name and likeness behind SKIMS’s collection of premium cotton bras and underwear marks an ideal fit for both parties.
“For me, great basics are the foundation of every wardrobe,” Bieber said of starring in the Mert Alas-shot campaign. “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.”
Key to Mert’s shots are highlights from the larger collection, including the Hipster (retailing for $20) and the Triangle Bralette (retailing for $34) in a peony colorway.
Kim Kardashian, who co-founded SKIMS with Jens Grede back in 2019 and has since built the always-active brand into a multibillion-dollar operation, pointed to Bieber’s unique quality of being able to elevate “even the simplest pieces,” as evidenced in the newly released range of Mert-captured photos.
“Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life,” Kardashian, who also serves as the brand’s chief creative officer, added.
Below, get a closer look at select shots from Hailey and Mert’s shoot. For more on Kim and company’s Everyday Cotton collection, boasting 10 different bra and underwear styles with a focus on everyday wearability, see here.
