Hailey Bieber Stars in Kim Kardashian's SKIMS Campaign

A New Face for SKIMS

Hailey Bieber is the latest high-wattage name to front a SKIMS campaign. According to Yahoo Entertainment, the Rhode founder is the face of the brand's Everyday Cotton collection, lending her image to Kim Kardashian's line of premium cotton bras and underwear. The campaign was shot by photographer Mert Alas, a fixture in high-fashion imagery whose involvement signals the polish SKIMS is aiming for.

Bieber framed the partnership around her affection for wardrobe fundamentals. "For me, great basics are the foundation of every wardrobe," she said, per Yahoo. "The Everyday Cotton collection has all the qualities I look for, it's soft, comfortable, and easy to wear." It is a pitch that aligns neatly with the off-duty, pared-back aesthetic she has built much of her public image around.

Inside the Collection

Yahoo Entertainment reports that the Everyday Cotton line spans 10 different bra and underwear styles, positioning it as a staples-driven range rather than a statement drop. Highlighted pieces include:

• The Hipster, priced at $20
• The Triangle Bralette, priced at $34, shown in a peony colorway

Kardashian, for her part, praised her new collaborator's sensibility. Bieber's "approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life," she said, per Yahoo. The endorsement underscores why the pairing makes sense on paper: the product promises easy, everyday comfort, and Bieber's brand is built on exactly that kind of unforced cool.

Two Powerhouses, One Campaign

The collaboration brings together two of the most closely watched figures in the business of beauty and fashion. SKIMS, co-founded by Kardashian and Jens Grede in 2019, has grown from a shapewear newcomer into a multibillion-dollar operation, expanding across categories and leaning on celebrity-driven campaigns to stay in the cultural conversation. Bieber, meanwhile, has turned Rhode into one of the buzziest names in skincare, proving she can move product as a founder, not just model it.

Putting those two orbits together is a calculated move. Per Yahoo, the partnership lets SKIMS tap Bieber's effortless, off-duty image to sell its everyday staples, borrowing the credibility she has built with a younger, style-conscious audience. For a brand that thrives on buzz, aligning with a founder-entrepreneur rather than a traditional model adds a layer of aspirational appeal.

Why It Matters for Bieber

The gig also serves Bieber's own ambitions. A high-profile modeling campaign keeps her firmly in the fashion spotlight even as she continues to grow her own brand empire, reinforcing her presence on both sides of the industry — as the face that sells a collection and as the entrepreneur building one of her own. That dual positioning has become increasingly common among celebrity founders, who use marquee modeling work to sustain visibility while their personal ventures scale.

Campaigns like this tend to roll out across social platforms, lookbooks and product pages, where the combined reach of two heavily followed names can drive attention well beyond the launch itself. For SKIMS, the payoff is the kind of cross-audience exposure that a single famous face rarely delivers; for Bieber, it is another reminder of how seamlessly she now moves between modeling and mogul territory.

All product details, pricing and quotes here are attributed to Yahoo Entertainment's reporting on the campaign.

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