SKIMS is turning up the heat this summer with Hailey Bieber fronting its latest Everyday Cotton campaign. Photographed by Mert Alas, the new visuals spotlight the brand’s bestselling cotton essentials while introducing fresh seasonal colorways, including the newly launched “Peony” pink.

Known for her effortless approach to style, Bieber brings her signature off-duty appeal to the campaign, posing in coordinated bralettes and briefs across a palette of soft pastels and timeless neutrals. The imagery leans into SKIMS’ core formula of elevated basics, showcasing pieces designed to blend comfort, simplicity, and everyday wearability.

The campaign also reinforces the vision behind the Everyday Cotton collection, which debuted earlier this year. Combining breathable cotton fabrics with the brand’s signature second-skin fit, the range was created to offer versatile essentials that seamlessly transition from lounging to daily dressing.

Speaking on the partnership, Kim Kardashian described Bieber as the ideal face of the collection, highlighting her ability to make even the most minimal pieces feel polished and elevated. The collaboration further strengthens SKIMS’ strategy of pairing its wardrobe staples with influential personalities who embody the brand’s effortless aesthetic.

Featuring 10 foundational bra and underwear styles, the Everyday Cotton collection continues to expand SKIMS’ offering of comfort-driven essentials while introducing new seasonal updates for summer.

The SKIMS Everyday Cotton collection is available now through the brand’s website and select retail partners.