ALBAWABA - Hailey Bieber bold campaign drew mixed reactions.
Hailey Bieber is assisting Skims—the billion-dollar shapewear firm co-founded by Kim Kardashian—to set "a new standard in softness." The title is catchy, but we believe it's the model-turned-Rhode skincare mogul and Justin Bieber's wife who will drive sales of Skims Everyday Cotton, which is touted as a "premium cotton collection of bras and underwear."
“Hailey Bieber 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.”
Hailey Bieber joins a long list of celebrities who have been specifically chosen by Skims as eye-catching ad faces, including Carmen Electra, Cardi B, Lana Del Rey, Sabrina Carpenter, Charli XCX, and Blackpink's Lisa. Perhaps because of Bieber's broad modeling background—which includes Guess, Ralph Lauren, Tommy Hilfiger, Levi's, and a Maxim cover—her Skims campaign is one of the most pared-down, with color photographs of a solid gray set and a pair of equally simple black and white shots.
Heaps of high praise from Hailey 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 ad images—along with a few vintage photographs from her 2017 Maxim cover shoot—you can shop the Skims Everyday Cotton collection here.
The campaign also received public support from Justin Bieber, who shared photos from Hailey Bieber's Skims campaign on his Instagram account, helping amplify the launch to his millions of followers. The post featured images from the campaign in which Hailey modeled the brand's underwear collection, and fans quickly noticed the singer's show of support for his wife's latest collaboration.
The campaign also sparked debate across social media. While many praised Justin Bieber for publicly supporting his wife's career and celebrated Hailey Bieber's confidence as a model, others questioned whether spouses should promote nearly nude images of their partners online. Some users also argued that revealing fashion campaigns of this kind have become too common on Instagram, with critics saying they would prefer stricter limits on such content, while others defended the posts as legitimate fashion advertising and artistic expression.
