Hailey Bieber gets cheeky in new Skims underwear campaign

Hailey Bieber has joined the Skims family.

In a new campaign for Kim Kardashian’s underwear brand, Bieber wears the Everyday Cotton collection, featuring bralettes, underwires, thongs and full coverage briefs alike.

Bieber also shared a selection of the photos on her personal social media account, writing, “I 🤍 @skims. Me for @skims everyday cotton shot by @mertalas.”

Shot by Mert Atlas, Bieber playfully poses wearing the stretchy cotton must-haves, looking nearly nude in a skin-toned underwire bra and thong.

In another image, she poses in a pink triangle bralette and matching briefs. Plus, she also models a black version with a string thong, a square-neck bra and the same underwire top with boy shorts.

Though a BFF to many a Kardashian-Jenner, Bieber has never modeled for Skims in the past, perhaps because of her previous campaigns with Victoria’s Secret and Calzedonia.

In February, Kylie Jenner posed in a similar photoshoot for the same Everyday Cotton collection and Amelia Gray Hamlin modeled the Ultimate T-shirt Bra last month.

“For me, great basics are the foundation of every wardrobe,” Bieber said in a press release. “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.” 

Kardashian praised the 29-year-old model too, saying, “Hailey has a unique ability to make even the simplest pieces feel elevated. Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.”