By Gabriela Afanador
Monday 22, June 2026
Photo via @haileybieber on Instagram
On June 22nd, 2026, SKIMS debuted its latest campaign featuring Hailey Bieber as the face of its Everyday Cotton collection, photographed by Mert Alas. The images arrived the day after Father’s Day, when Bieber had posted intimate family photos of Justin and their son Jack Blues Bieber, and the timing of the two moments back to back, the domestic and the professional, felt very on brand for the way she manages her public presence. Justin shared the campaign images on his own Instagram without a written caption, just the song Cold As Ice by Foreigner playing over the visuals, which the internet immediately started decoding, and which generated the kind of organic conversation that no media budget can fully manufacture. It is the kind of amplification that only works when the relationship behind it feels real, and whatever the internet makes of the Biebers on any given week, their ability to move culture together is not something most brands have access to.
The campaign itself leans into a 1990s-inspired minimalism that suits both Bieber and the collection well. Mert Alas shot a mix of color and high-contrast black and white, with Bieber in simple smoky makeup and undone hair, the focus entirely on the fit and drape of the pieces rather than anything happening around her. The primary color images feature a soft blush pink lingerie set in the campaign’s new limited-edition shade Peony, a pale pastel pink introduced specifically for this drop, while the monochromatic images go sharper and more architectural, black triangle bra, high-cut bottoms, the kind of image that references the era of fashion photography the whole campaign is nodding to. Alas’s use of harsh, high-contrast lighting rather than the softened studio aesthetic that dominates most lingerie campaigns gives the images a rawness that reads as genuinely editorial rather than purely commercial, which is the harder thing to achieve and the thing that makes this campaign feel like it belongs in a magazine rather than just on a brand’s feed.
Bieber’s styling throughout the campaign stays deliberately minimal, which is consistent with how she has always approached her own image. Discreet earrings, sleek sunglasses, a polished bun, comfortable sneakers in the lifestyle shots alongside the core campaign images, nothing that competes with the clothes or introduces a mood that is not already in the fabric of the collection itself. In interviews accompanying the campaign she described the Everyday Cotton pieces as a personal go-to, which tracks with everything she has said publicly about her approach to dressing, that the foundation matters, that what you wear closest to your body sets the tone for everything else. She also mentioned that her daily uniform is jeans and a white t-shirt, and that her daily essentials fit in a very small space, SPF, a Rhode Pocket Blush, a Pocket Bronzer, a Peptide Lip Shape, and a Peptide Lip Treatment. The picture she paints of her own life is remarkably consistent across every platform and partnership she is involved in, and that consistency is a large part of why she works so well as a face for a brand like SKIMS, which is also built on the idea that the most essential things are the ones you reach for without thinking.
Photo via @haileybieber on Instagram
The Everyday Cotton collection was originally introduced in February 2026 and built around a straightforward premise, premium natural cotton in foundational silhouettes designed for daily wear rather than for occasions. The line covers ten styles across bras and underwear, from a triangle bralette at $34 and a scoop bralette at the same price point to a T-shirt bra at $54 and an unlined demi bra at $48, with underwear ranging from $16 for a string thong to $22 for a brief or boy short. Everything is available from XXS to 4X, with bras offered in up to 38 sister sizes, and the core palette runs through SKIMS’ signature neutrals, Snow, Light Heather Grey, Sienna Heather, Cocoa Heather, and Onyx, with Peony added as a limited-edition summer shade. The construction throughout is 100 percent cotton with a single-ply design that prioritizes breathability, which is a different material approach from the brand’s better-known shapewear and sculpting categories and one that opens the collection to a wider range of daily use cases.
Consumer response to the campaign visuals has been strong, with the images generating significant engagement across platforms and the kind of fan commentary that tends to surface when a campaign genuinely lands rather than simply being released. Bieber as a face for the brand makes intuitive sense on multiple levels. Her aesthetic and SKIMS’ have always occupied similar visual territory, the minimal, body-conscious, effortlessly put-together register that both have built their respective identities around. She has spoken publicly about being a long-standing supporter of the brand since its early days, which gives the partnership a credibility that purely transactional campaigns rarely have. And having Mert Alas shoot it gives the whole thing a visual authority that elevates what is ultimately a basics campaign into something that sits comfortably alongside the brand’s most talked-about creative work. The collection itself has drawn some feedback from longtime customers about fabric weight and durability relative to earlier SKIMS launches, a conversation the brand has been navigating as it scales, but the campaign has driven strong initial interest regardless, and the addition of Peony as a limited-edition shade has given existing fans a specific reason to return to a category they already know.
What the campaign ultimately does well is the same thing Bieber does well across all of her brand work, which is make something feel personal without oversharing. The images are confident and direct, the collection is presented as something she actually wears rather than something she was hired to stand next to, and the whole thing lands with a ease that the best campaigns always have and that is much harder to engineer than it looks.