Skims soon gave Everyday Cotton a close-up of another celebrity. This time it’s Hailey Bieber.
Four months after Kylie Jenner unveiled her collection of cotton bras and underwear, the model has just made her campaign debut for the brand in a new series photographed by Mert Alas.
Bieber appeared in the Everyday Cotton Triangle Bralette and Peony Hipster against a bare gray background, photographed with direct flash and sharp shadows falling behind her. The campaign uses black, white, heather gray and brown, alternating color images with tightly framed black and white portraits.
The styling is simple, even by basic standards. Bieber poses in a matching bra and underwear, but with a seamless background, direct lighting, and very little cotton in the frame itself.
“For me, good basics are the foundation of any wardrobe,” Bieber said in an emailed statement. “The Everyday Cotton collection has all the qualities I’m looking for: soft, comfortable, and easy to wear for any occasion. These are the pieces I keep coming back to.”
Skims co-founder and chief creative officer Kim Kardashian said Bieber’s own approach to dressing was a natural fit for the campaign.
“Hailey has a unique ability to make even the simplest items look elevated,” Kardashian said. “Her approach to style is easygoing and made her the perfect person to bring Everyday Cotton to life.”
Everyday Cotton was launched in February with Jenner, who was also photographed by Alas. The collection reimagines 10 of Skims’ most well-known bra and underwear silhouettes in cotton fabrics, spanning bralettes, briefs, thongs and boy shorts. The current color range includes Peony, which is listed as a limited edition, along with Snow, Light Heather Grey, Sienna Heather, Cocoa Heather and Onyx.
Bieber is the newest addition to the Skims election roster, which had few vacancies. Post Malone fronted the men’s campaign last August, while Serena Williams and Shakari Richardson joined Kardashian in the first Nike Skims campaign the following month.
The Everyday Cotton range is available in Skims stores and on the brand’s website in sizes XXS to 4X, with bras available in sizes up to 38.
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