Digital Phablet – Hailey Bieber’s daring campaign receives mixed responses.
In addition to her partnership with Skims—the billion-dollar shapewear company co-founded by Kim Kardashian—Hailey Bieber is making waves by helping to set “a new standard in softness.” The campaign’s catchy title hints at innovation, but it’s Bieber, the model turned Rhode skincare founder and Justin Bieber’s wife, who is expected to boost sales of Skims Everyday Cotton, described as a “premium cotton collection of bras and underwear.”
“Hailey Bieber has a rare talent for making even the simplest pieces feel luxurious,” Kardashian commented on Bieber’s campaign images, shot by renowned photographer Mert Alas of the duo Mert and Marcus. “Her effortless sense of style makes her the ideal face to bring the Everyday Cotton line to life.”
The collection, launched in February, features ten styles of bras and underwear; Bieber models the Triangle Bralette ($34) and the mid-rise Hipster Panty ($20).
“To me, high-quality basics are the backbone of any wardrobe,” Bieber stated. “The Everyday Cotton line has all the qualities I value—it’s soft, comfortable, and versatile for any occasion. These are the pieces I find myself reaching for repeatedly.”
Bieber joins an elite roster of celebrities chosen by Skims as prominent brand ambassadors, including Carmen Electra, Cardi B, Lana Del Rey, Sabrina Carpenter, Charli XCX, and Lisa from Blackpink. Thanks to Bieber’s extensive modeling background—featuring Guess, Ralph Lauren, Tommy Hilfiger, Levi’s, and a cover on Maxim—her campaign is notably minimalistic, showcasing solid gray and black-and-white photos.
Fans and industry peers alike showered praise in the Skims Instagram comments section, from fellow Maxim cover models Elsa Hosk, Shanina Shaik, Jasmine Tookes, and Romee Strijd, to acclaimed photographer Zoey Grossman, who commented with “DAYMMMM SIS.” Kim Kardashian herself called her “so beautiful, hot, sexy, and adorable.”
View the collection here and browse the vintage shots from her 2017 Maxim cover shoot.
Justin Bieber supported his wife’s campaign by sharing images from her Skims shoot on his Instagram, amplifying its reach to millions of followers. His post featured Bieber in the brand’s underwear, with fans quickly recognizing his endorsement of his wife’s latest collaboration.
The campaign sparked a lively debate on social media: many praised Bieber for openly supporting his wife’s ambitions and admired Bieber’s confidence as a model. Conversely, some questioned whether spouses should endorse nearly-naked images of their partners online. Others felt that such revealing fashion ads have become overly common on Instagram and called for stricter regulation of similar content, while some defended these posts as valid fashion advertising and artistic expression.
