Overview
- The campaign, which went public June 22–23, shows Hailey Bieber modeling SKIMS’ Everyday Cotton line in photos released on SKIMS and shared by Bieber, Kim Kardashian and Justin Bieber on Instagram.
- Photographed by Mert Alas against a pared-back gray backdrop, the images focus on fit and fabric and spotlight styles such as the Triangle Bralette and Hipster in a limited Peony shade.
- Hailey called the collection soft, comfortable and a repeat go-to, and Kim Kardashian said Bieber’s effortless approach elevates simple pieces, statements echoed in SKIMS’ press materials.
- The Everyday Cotton assortment remains available online and in stores with ten core silhouettes, multiple colorways and sizes from XXS to 4X with bras offered in up to 38 sizes.
- Bieber’s debut continues SKIMS’ celebrity-led rollout that began with Kylie Jenner in February and is likely to boost the brand’s visibility and sales by aligning a mainstream basics push with star power.