Hailey Bieber fronts the new SKIMS Everyday Cotton campaign, photographed by Mert Alas in a sultry register. The idea is everyday ease, reworked. SKIMS takes plain cotton and gives it the brand’s second-skin fit, so a piece you’d reach for half-asleep suddenly reads like a styling choice.
Hailey wears the set like a staple, then strikes a pose, and it’s a campaign. The standouts trade on contrast. A pale set in the new “Peony” pink feels soft and a little sweet, all morning light.
SKIMS Everyday Cotton 2026 Campaign
Against it, a single light cotton bra worn with loose hair and glossy skin for a smoldering look. Hailey also rocks neutral and black underwear sets in the snaps.
What Bieber brings is balance: cotton that looks polished and a little sexy without losing its ease. The SKIMS collection runs to ten core bra and underwear styles built for layering and daily wear, all clean lines, soft fabric, and pieces that disappear under everything.
SKIMS has always understood that a basic can still be a statement. With Bieber leading, Everyday Cotton makes its case as the new off-duty uniform.
She makes underwear look like a styling choice. Wait until you see what Hailey Bieber does fronting Rhode’s Pocket Bronze.
