Supermodel Hailey Bieber has been announced as the new face of SKIMS’ Everyday Cotton campaign, marking a prominent collaboration with the brand co-founded by Kim Kardashian. The 29-year-old appears in a series of minimalist yet striking photographs that highlight the brand’s premium line of bras and underwear.

Selected personally by Kardashian, Bieber’s promotional images have quickly gained attention across social media platforms, drawing compliments both from fans and fellow celebrities. Khloe Kardashian described the photos as “so hot it’s wild,” while Kendall Jenner commented, “Really hot, no big deal.”

Kim Kardashian, who serves as SKIMS’ co-founder and Chief Creative Officer, praised Bieber’s ability to elevate even the most simple apparel. “Hailey has a unique ability to make even the simplest pieces feel elevated,” Kardashian remarked, emphasizing the model’s natural appeal and connection to the SKIMS aesthetic.

The new campaign aims to showcase SKIMS’ focus on comfort and style through everyday essentials, positioning Bieber as a fitting ambassador for the brand’s emphasis on understated yet fashionable basics. The collaboration continues SKIMS’ strategy of partnering with high-profile figures to maintain its visibility and influence in the competitive lingerie and loungewear market.