Skims did not wait long to give Everyday Cotton another celebrity close-up — this time with Hailey Bieber.
The model just made her campaign debut for the brand in a new series photographed by Mert Alas, four months after Kylie Jenner introduced the cotton bra and underwear collection.
Bieber appears in the Everyday Cotton Triangle Bralette and Hipster in Peony against a bare gray backdrop, photographed with direct flash and a sharp shadow falling behind her. The campaign also moves through black, white, heather gray and brown, alternating between color images and tightly framed black-and-white portraits.
The styling stays simple, even by basics standards. Bieber poses in matching bras and underwear with little beyond the seamless background, straightforward lighting and the cotton pieces themselves in the frame.
“For me, great basics are the foundation of every wardrobe,” Bieber said in an emailed statement. “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.”
Kim Kardashian, Skims cofounder and chief creative officer, said Bieber’s own approach to dressing made her a natural fit for the campaign.
“Hailey has a unique ability to make even the simplest pieces feel elevated,” Kardashian said. “Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”
Everyday Cotton launched in February with Jenner, who was also photographed by Alas. The collection takes 10 of Skims’ most familiar bra and underwear silhouettes and remakes them in cotton, spanning bralettes, briefs, thongs and boy shorts. Peony, which is listed as limited edition, joins Snow, Light Heather Grey, Sienna Heather, Cocoa Heather and Onyx in the current color lineup.
Bieber is the latest addition to a Skims campaign roster that has rarely had an empty seat. Post Malone fronted a men’s campaign last August, while Serena Williams and Sha’Carri Richardson appeared alongside Kardashian in the first NikeSkims campaign the following month.
The Everyday Cotton assortment is available through Skims stores and the brand’s website in sizes XXS to 4X, with bras offered in up to 38 sizes.
