Hailey Bieber Dares to Bare in Sexy New SKIMS Campaign

Kim Kardashian tapped Hailey Bieber as the star of SKIMS Everyday Cotton campaign, highlighting the brand’s premium cotton collection of bras and underwear

NEED TO KNOW

Key Takeaways

• Hailey Bieber stars in SKIMS’ Everyday Cotton campaign featuring premium cotton bras and underwear in new styles
• The collection, available in sizes XXS to 4X, combines classic cotton comfort with SKIMS’ signature fit and design
• Bieber praised SKIMS’ vision and shared her love for the brand’s versatile, soft, and easy-to-wear basics

Hailey Bieber is bringing the sizzle this summer.

The model, 29, was tapped by Kim Kardashian as the star of the SKIMS Everyday Cotton campaign, posing in several undergarments for a sexy photoshoot that highlights the brand's premium cotton collection of bras and underwear.

The latest campaign was photographed by Mert Alas and unveiled on Monday, June 22. The collection modeled by Bieber, a longtime friend of SKIMS co-founder and Chief Creative Officer Kardashian, showcases key styles including the Triangle Bralette and Hipster in Peony.

"Hailey has a unique ability to make even the simplest pieces feel elevated," said Kardashian in the press release. "Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life."

Everyday Cotton, which was originally launched in February, is a core SKIMS collection that combines the feel of classic cotton with the brand's signature fit. It features 10 bras and underwear styles inspired by some of SKIMS' most popular silhouettes.

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"For me, great basics are the foundation of every wardrobe," said Bieber in the release. "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 collection is available to shop in-store and online at SKIMS.com. Styles come in sizes that range from XXS to 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.

"I've been a fan of Skims since the very beginning and am always wearing it," Bieber told W Magazine in an email interview. "The brand and Kim have such a clear vision and truly care about what customers are looking for in their products and that was reflected in every step of the process."

The news of Bieber's SKIMS campaign was announced one day after Father's Day, where she penned a sweet tribute to her husband, Justin Bieber, who's the dad to their 22-month-old son, Jack Blues Bieber.

The SWAG musician appeared to be giving Jack a piano lesson in the first snap as the pair focused on the keys, seemingly unaware that a photo was being taken.

"Have you ever seen 2 heads be so similar?" the Rhode founder wrote over the image, referring to the father and son having almost identical haircuts, followed by a photo of Justin holding Jack while fishing.

“Best Daddy,” she wrote over the image.

In a third photo, Justin rested his chin on Jack's shoulder while holding him with one arm.

Hailey finished the Father's Day tribute on her Instagram Stories with a photo of her face resting on Justin's cheek.

“Baby Daddy is very fine 🙂‍↔️” she wrote over the snap.