Hailey Bieber strips down in risqué Skims ad – See the photos
Taijuan MoormanHailey Bieber is turning heads as the latest Skims model.
The model is featured in the Kim Kardashian-founded brand's latest campaign promoting its everyday cotton line. In racy photos posted by Kardashian, the longtime Kardashian-Jenner family friend is seen toned and tanned, her hair messy.
The minimalistic shoot – shot by photographer Mert Alas against a bare gray backdrop – shows her wearing the brand's neutral-colored push-up and T-shirt bras, thongs, hipsters, boy shorts and triangle bralettes. She also shared a video from the set, in which she shows off the looks while shooting with a throwback digital camera.
Justin Bieber, Hailey's husband and father to their son Jack Blues, also shared the photos. He didn't write a caption, simply attaching Foreigner's "Cold As Ice" to get his thoughts across.
Friends of Bieber praised the model's photos in the comments, with Khloé Kardashian writing, "Soooo hot it's wild," and Justine Skye writing, "EXACTLY."
In February, Skims debuted the new everyday cotton line in a similarly stripped-down campaign with Kylie Jenner. Kardashian's other sisters Khloé Kardashian and Kendall Jenner, Hailey Bieber's bestie, have also starred in previous campaigns, among a star-studded list of spokespeople that has included everyone from Post Malone to Sha'Carri Richardson.
Known for loungewear, undergarments, shapewear and swimwear, the company revealed a collaboration with TikTok sensation Funboy ahead of the summer season, which includes pool floaties and accessories.
Meanwhile, Hailey Bieber is fully in work mode as she promotes her own brand, Rhode. Bieber serves as cofounder and chief creative officer of the company, which was acquired by E.l.f. Beauty in 2025 for nearly $1 billion.
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