SKIMS has built a reputation for headline-making campaigns, casting global names like LISA and Tate McRae to front its launches. But for its latest drop, the Kim Kardashian founded label is keeping it close to home. Starring Kylie Jenner, the new Everyday Cotton campaign signals a refined shift toward elevated essentials.
Lensed by renowned photographer Mert Alas, the campaign strips things back to sleek minimalism, spotlighting the collection’s new Triangle Bralette and Thong in soft, neutral tones including “Cocoa Heather,” “Light Heather Grey,” and “Snow.” Against a clean backdrop, Jenner embodies the collection’s core message: effortless comfort with a sculpted, second-skin fit.
The Everyday Cotton range introduces 10 new styles crafted from premium cotton, engineered to be breathable, ultra-soft, and highly stretchy. The focus is clear, wardrobe foundations that feel just as considered as statement pieces. Memory, movement, and adaptability are woven into each silhouette, ensuring the signature SKIMS contouring effect remains intact while prioritizing everyday wearability.
In a press statement, Jenner described the collection as an instant essential, praising the softness and flexibility of the designs. Meanwhile, founder Kim Kardashian reinforced the brand’s philosophy: consumers don’t need more basics, they need better ones. Everyday Cotton reimagines the core pieces SKIMS is known for, translating them into premium cotton iterations built for daily rotation.
Launching February 17 on the brand’s website, the collection continues SKIMS’ strategy of blending celebrity influence with product-driven innovation. With Jenner at the forefront, Everyday Cotton isn’t just another basics drop it’s a recalibration of what foundational dressing can look and feel like.
