Today, Skims dropped its latest celebrity campaign featuring Hailey Bieber, who needs no introduction. The model-turned-entrepreneur boasts nearly 60 million followers on Instagram, where she shows off her Rhode bronzer campaigns amidst those for brands like Saint Laurent and Alaïa, as well as snaps of her son and pop star husband Justin Bieber. Amidst all that, fans still find solace with her laid-back energy summed up in her affinity for a simple T-shirt and jeans. And instead of dolling her up in lace bustiers and gartered stockings, Skims outfitted her in its everyday cotton collection.
“Hailey has a unique ability to make even the simplest pieces feel elevated,” said Kim Kardashian, Skims co-founder and chief creative officer, in an official statement. “Her approach to style is effortless, which made her the perfect person to bring everyday cotton to life.” The campaign images, captured by fashion photographer Mert Alas, are fittingly simple in composition. Bieber wears a few familiar styles like a triangle bralette and hipster briefs in a soft pink the brand calls “peony.”
Skims launched the everyday cotton collection in February of this year, and the category has since become a core pillar for the brand. It stands in opposition to Skims’s more provocative offerings. The recently launched faux-nipple-adorned push-up bras, butt-enhancing padded shorts, and even faux pubic hair panties, each of which augment the natural body, have lent the brand a controversial air. But at its core, Skims achieved renown for its inclusive sizing, fit, and shades alongside comfortable, quality fabrics at a reasonable price—and a very famous founder. Bieber’s campaign feels more like that—and aligns with her personal inclinations, as well.
Since its founding in 2019, Skims has historically tailored its campaigns featuring notable celebrities to their individual personas: Sabrina Carpenter in baby pink lace, Lana Del Rey in moody silk for Valentine’s Day, and Amelia Gray in stark gunmetal separates. Skims, as it stands, has something for everyone. “For me, great basics are the foundation of every wardrobe,” Bieber says of her campaign. “The everyday cotton collection has all the qualities I look for—it’s soft, comfortable, and easy to wear no matter the occasion. These are the pieces I find myself reaching for again and again.” This is T-shirt-and-jeans underwear, and Bieber wears T-shirts and jeans. Despite the fact that she’s in full glam, stripped down to her underwear, the images still radiate Bieber’s cool and casual vibe—it’s cotton, after all. And the whole set can be yours for $54.
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