Hailey Bieber Stars In New Cotton Collection For Kim Kardashian’s Skims

All hail Hailey.

Hailey Bieber is helping Skims—the billion-dollar shapewear brand co-founded by Kim Kardashian—set “a new standard in softness.” The tagline is good, but we suspect it’s the model-turned-Rhode skincare mogul and wife of Justin Bieber who’s set to really move pieces from Skims Everyday Cotton, described as a “premium cotton collection of bras and underwear.”

“Hailey has a unique ability to make even the simplest pieces feel elevated,” Kardashian said of Bieber’s campaign photos, which were lensed by Mert Alas, one-half of superstar photographer duo Mert and Marcus. “Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”

The collection, which launched in February, features 10 different bra and underwear styles—Bieber dons the pullover Triangle Bralette ($34) and mid-rise Hipster panty ($20).

“For me, great basics are the foundation of every wardrobe,” Bieber added in a prepared statement. “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.”

Bieber joins a long list of celebs who’ve been very intentionally tapped by Skims as eye-catching campaign faces, including Carmen Electra, Cardi B, Lana Del Rey, Sabrina Carpenter, Charli XCX, and Blackpink’s Lisa. Perhaps because of Bieber’s extensive modeling background—which spans Guess, Ralph Lauren, Tommy Hilfiger, Levi’s, and a Maxim cover—her Skims campaign is among the most stripped-down, with color photos featuring a solid gray set and a couple of equally simple black and white shots.

Heaps of high praise from Bieber’s peers and fans came in the Skims Instagram comments section, with fellow former Maxim cover models Elsa Hosk, Shanina Shaik, Jasmine Tookes, and Romee Strijd all expressing jubilance via emojis. Revered photographer Zoey Grossman chimed in with “DAYMMMM SIS,” while Kardashian herself breathlessly wrote, “Sooooo beautiful and hot and sexy and cutesie.”

After viewing the campaign images here—plus a couple throwback shots from her 2017 Maxim cover shoot—feel free to shop the Skims Everyday Cotton collection here.