The Campaign Everyone Is Talking About
Hailey Bieber is the latest face of Skims — and her husband Justin has made his feelings abundantly clear. When Kim Kardashian posted the new Everyday Cotton campaign images on Instagram this week, Justin shared them too, skipping any written caption entirely and letting Foreigner's 1977 classic 'Cold As Ice' speak for him instead. It was, by any measure, a rather effective endorsement.
The campaign itself was shot by photographer Mert Alas against a stripped-back grey backdrop, keeping the focus firmly on Hailey and the brand's premium cotton essentials. Images show the 28-year-old in a nude bra and matching thong, a peony triangle bra and hipster briefs, and a black plunge bra and string thong — a deliberately minimal aesthetic that leans into the collection's everday-basics positioning.
"Hailey has a unique ability to make even the simplest pieces feel elevated. Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life." — Kim Kardashian
A Very Famous Fan Club
Justin was far from the only one weighing in. Khloé Kardashian left a comment that read 'Soooo hot it's wild', whilst singer Justine Skye offered the single-word verdict 'EXACTLY'. Hailey's own caption was characteristically low-key: 'I ❤️ @skims. Me for @skims everyday cotton shot by @mertalas.'
Kim was more effusive in her official press release, describing Hailey as the natural choice to front the range. Hailey, for her part, kept the focus on the product. 'For me, great basics are the foundation of every wardrobe,' she said. 'The Everyday Cotton collection has all the qualities I look for. It's soft, comfortable and easy to wear no matter the occasion.'
A Busy Season for Bieber
The Skims campaign is only one piece of a notably packed few weeks for Hailey. She recently fronted a shoot for Italian swimwear brand Calzedonia, for whom she was named digital brand ambassador in May, wearing a pink string bikini from the Minimal Fit collection in Palm Springs. The brand described the shoot as capturing 'modern summer glamour through retro-inspired swim silhouettes and effortless California cool style.'
On top of her modelling commitments, Hailey has been busy promoting her own beauty brand Rhode — of which she is co-founder and chief creative officer — after it launched its summer 2026 collection on 9th June. The drop includes three new products: Pocket Bronze, a contour and warmth stick; Pocket Brush, a double-ended blending tool; and Highlight Milk, a shimmery take on the brand's bestselling Glazing Milk. The Peptide Lip Tint and Peptide Lip Shape are also available in new bronzy and pearlescent shades for the season.
Rhode is no small side project. The brand was acquired by E.l.f. Beauty in 2025 for nearly $1 billion, cementing Hailey's status as one of the more serious celebrity entrepreneurs working in beauty today.
Skims Keeps Its Star Roster Growing
For Skims, the Hailey campaign follows a February shoot with Kylie Jenner that launched the Everyday Cotton line, with Khloé Kardashian and Kendall Jenner also having fronted previous campaigns. The brand has cast widely beyond the Kardashian-Jenner orbit too, with names including Post Malone and sprinter Sha'Carri Richardson among its past spokespeople. Hailey, a longstanding family friend of the Kardashian-Jenners, slots neatly into that world — even if it is Justin's musical commentary that has stolen the headlines this time round.
