Hailey Bieber Hailed as 'Most Powerful Model' Amid SKIMS Bestseller Success
Bieber's recent SKIMS campaign is credited with driving rapid sell-outs of the brand's Everyday Cotton collection, leading to online praise and demand.
Hailey Bieber is being recognized as the "most powerful model in the world" on social media, a title that some suggest places her above close friend Kendall Jenner. This acclaim follows her recent campaign for Kim Kardashian's SKIMS brand, which reportedly led to a rapid sell-out of the new Everyday Cotton line.
The 29-year-old model was featured in a campaign for SKIMS' Everyday Cotton collection, shot by Mert Alas. Shortly after the images were released last week, several items from the collection reportedly sold out, leading to customer waitlists. Online, some consumers expressed frustration with the swift depletion of stock.
"The bras I want in my size already sold out, OMG," one user commented on Instagram, adding, "They are selling like hotcakes!" Another customer noted a significant delay in their order fulfillment, stating their confirmation indicated a 1-2 business day shipping window, but it had been two weeks without an update.
The SKIMS brand, founded by Kim Kardashian, was reportedly valued at $5 billion last year following a $225 million funding round led by Goldman Sachs.
Social media reactions to Bieber's SKIMS campaign included comparisons to other models who have worked with the brand, such as Megan Fox. Some users expressed a desire to see other models like Gigi or Bella Hadid collaborate with SKIMS in the future.
Many comments were highly complimentary, with some calling Bieber a "baddie" and a "queen." One social media user directly addressed Justin Bieber, remarking, "What an amazing wife you have." Another follower described the campaign as "Skims’ most beautiful campaign" and praised Bieber's flawless appearance.
Bieber shared in a statement that she prioritizes comfortable and soft basics, finding the SKIMS Everyday Cotton collection to meet those criteria. Kardashian, co-founder and chief creative officer of SKIMS, stated that Bieber's "effortless" personal style made her the ideal choice to represent the collection.
Introduced in February, the Everyday Cotton collection features 10 popular SKIMS bra and underwear silhouettes reimagined in cotton fabric. The collection is available in sizes XXS to 4X, with bras offered in up to 38 sizes.
However, some consumers have expressed weariness with Kardashian's frequent use of family members and celebrity friends to model SKIMS products. A critic noted a perceived shift from product focus to "hype machine" marketing.
The Everyday Cotton assortment is available through SKIMS stores and the brand’s website.