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SKIMS<\/a> continues its run of enlisting undisputed superstars with its latest Everyday Cotton campaign<\/a>, this time led by none other than Hailey Bieber<\/a>.<\/p>\n As the Rhode<\/a> founder explained in a statement shared with Complex, throwing her name and likeness behind SKIMS\u2019s collection of premium cotton bras and underwear marks an ideal fit for both parties.<\/p>\n COMPLEX SHOP:<\/b> Shop the brands you love, anytime and anywhere. Uncover what’s next. Buy. Collect. Obsess.<\/a><\/p>\n \u201cFor me, great basics are the foundation of every wardrobe,\u201d Bieber said of starring in the Mert Alas-shot campaign. \u201cThe Everyday Cotton collection has all the qualities I look for\u2014it’s soft, comfortable, and easy to wear no matter the occasion. These are the pieces I find myself reaching for again and again.\u201d<\/p>\n Key to Mert\u2019s shots are highlights from the larger collection<\/a>, including the Hipster (retailing for $20) and the Triangle Bralette (retailing for $34) in a peony colorway.<\/p>\n Kim Kardashian<\/a>, who co-founded SKIMS with Jens Grede back in 2019 and has since built the always-active brand into a multibillion-dollar operation<\/a>, pointed to Bieber\u2019s unique quality of being able to elevate \u201ceven the simplest pieces,\u201d as evidenced in the newly released range of Mert-captured photos.<\/p>\n \u201cHer approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life,\u201d Kardashian, who also serves as the brand\u2019s chief creative officer, added.<\/p>\n Below, get a closer look at select shots from Hailey and Mert\u2019s shoot. For more on Kim and company\u2019s Everyday Cotton collection, boasting 10 different bra and underwear styles with a focus on everyday wearability, see here<\/a>.<\/p>\n