- Hailey Bieber makes her SKIMS campaign debut, starring in the brand's Everyday Cotton collection, shot by photographer Mert Alas, four months after Kylie Jenner introduced the line.
- The campaign highlights the Triangle Bralette and Hipster in the new Peony colorway, with the Everyday Cotton line spanning 10 bra and underwear styles available in sizes XXS to 4X and up to 38 bra sizes.
- Justin Bieber amplified the campaign by sharing images on social media, with the post quickly surpassing 1.1 million likes.
- SKIMS co-founder Kim Kardashian praised Bieber's effortless style as the reason she was chosen, while prior campaign faces for the brand have included Post Malone, Serena Williams, and Sha'Carri Richardson.
Hailey Bieber has officially joined the SKIMS roster. The model and Rhode founder stars in the brand’s latest Everyday Cotton campaign, and the fit feels long overdue, Bieber has been in the Kardashian orbit for years and says she’s “been a fan of Skims since the very beginning.”
Photographed by Mert Alas against a bare gray backdrop with direct flash, the campaign moves through black, white, heather gray, brown, and the new Peony colorway, alternating between color images and tightly framed black-and-white portraits. Peony, a soft pink introduced specifically for summer, joins SKIMS’ growing palette of neutrals and pastels.
Kim Kardashian said Bieber was chosen because of her ability “to make even the simplest pieces feel elevated.” This is Bieber’s first SKIMS campaign. SKIMS previously tapped model Amelia Gray for its Ultimate T-Shirt Bra campaign, another everyday-focused push built on clean minimalism.
On the endorsement front, Bieber has been active. She dropped a capsule collaboration with husband Justin Bieber’s SKYLRK label, and she also fronted a retro-inspired swim campaign for Calzedonia.
Beyond modeling, her skincare brand Rhode, acquired by e.l.f. Beauty for $1 billion in 2025, is projected to reach $260–$265 million in net sales for fiscal year 2026, with Bieber remaining as chief creative officer.
For SKIMS, the Everyday Cotton collection was originally introduced in February 2026 with Kylie Jenner as its first face, and Bieber becomes the second major name to carry it forward.
Takeaways
This campaign is textbook SKIMS: find the right cultural moment, find the right face, and make basics feel like a statement.
Hailey Bieber’s SKIMS debut arriving now, post-Rhode acquisition, post-Met Gala, post-Coachella, isn’t coincidence. She’s arguably at her highest cultural visibility as both a model and a founder, and SKIMS knows exactly how to ride that wave.
The fact that Justin Bieber’s reshare alone hit 1.1 million likes before the campaign even fully rolled out tells you everything about the power of this pairing.
For SKIMS, keeping Everyday Cotton front-and-center with a rotating celebrity strategy (Jenner in February, Bieber in June) is a smart way to keep a permanent collection feeling fresh without a new product drop.
And for Bieber, adding SKIMS to a résumé that now includes Calzedonia, SKYLRK, and Victoria’s Secret while steering a billion-dollar beauty brand signals she’s operating at a different level than a standard model-for-hire.
Does Hailey Bieber’s Rhode founder credibility make this campaign feel more authentic than a typical model endorsement? With SKIMS rotating major celebrities through its Everyday Cotton line every few months, is this a smarter long-term strategy than one-time, limited-edition drops?
