Hailey Bieber has landed her first major Skims campaign, becoming the lead face of the brand’s new "Everyday Cotton" collection. The June 2026 shoot was photographed by fashion photographer Mert Alas. Skims is Kim Kardashian’s shapewear and lingerie label.
Bieber, 29, told W magazine the collection, which includes basics such as a triangle bra and hipster briefs, was a "perfect choice" for her. "I’ve been a Skims fan from the beginning and always wear it," she said.
The selection fits Bieber’s profile as a model and entrepreneur with her own popular beauty brand, Rhode, and as a longtime friend within Kardashian’s circle, including Kendall and Kylie Jenner. The article noted that many major names have already fronted Skims campaigns, among them Heidi Klum, Lana Del Rey, Neymar Jr., Donovan Mitchell and Snoop Dogg.
Asked about her favorite Skims campaign, Bieber pointed to Kate Moss’s 1990s-inspired shoot, saying, "As someone who draws inspiration from the 90s, I thought the Kate Moss campaign was pretty iconic." She also described her everyday style as simple, usually jeans or pants and a plain top, often a white shirt or a cute vintage find.
