Kylie Jenner has been unveiled as the face of Skims’ new Everyday Cotton collection, starring in a campaign that showcases the brand’s latest line of premium underwear. The announcement, made on February 11, 2026, marks Jenner’s first full campaign for her sister Kim Kardashian’s shapewear and apparel brand, generating buzz across media and social platforms.
In the campaign images, Jenner models pieces from the collection, including a brown bralette and matching thong, as well as a white bra and underwear set, photographed by Mert Alas. The shots emphasize a natural and intimate aesthetic, aligning with Skims’ reputation for body-positive messaging. Jenner shared some of the images on her personal Instagram account, captioning it “me for @skims everyday cotton <3," which quickly garnered attention from fans and family members, including comments from Khloé Kardashian and references to her boyfriend Timothée Chalamet.
This campaign represents Jenner's first full involvement with Skims, although she has participated in previous capsules, such as a Valentine's Day collection in 2021. Skims, founded by Kim Kardashian in 2019, has grown into a major player in the shapewear and apparel market, known for its inclusive sizing and innovative designs. The Everyday Cotton collection is positioned as a premium offering, with pieces like underwire bras, briefs, bralettes, and thongs designed for daily wear and comfort.
Kim Kardashian, who tapped her sister for the campaign, emphasized the importance of quality basics in a brand statement. "Your everyday bras and underwear should feel as considered as everything else in your wardrobe. People don't need more basics, they need better ones," she said. In a video for the collection, Kardashian also revealed, "I used to never wear underwear. But Skims changed everything," highlighting the brand's influence on personal habits and its mission to redefine intimate apparel.
The campaign has sparked significant engagement on social media, with fans and celebrities alike praising the visuals and Jenner's involvement. This buzz underscores the Kardashian-Jenner family's ability to drive conversations and promote their ventures effectively, leveraging their massive followings for commercial success. The collaboration between the sisters showcases the power of family ties in building and expanding brands within the competitive fashion industry.
The Everyday Cotton collection is set to launch on February 17, 2026, and will be available for purchase on Skims' website and select retailers. The launch timing capitalizes on the ongoing popularity of comfortable loungewear and essentials, a trend that has persisted in recent years. Skims has consistently used celebrity endorsements and strategic marketing to expand its product lines, and this campaign is expected to further establish the brand as a leader in the intimate apparel sector.
Overall, the Skims Everyday Cotton campaign with Kylie Jenner not only refreshes the brand's offerings but also reinforces Jenner's status as a key influencer in fashion and beauty. As the launch date approaches, anticipation is building, and the campaign is likely to generate continued media coverage and consumer interest, driving sales and solidifying Skims' trajectory of growth and innovation in the market.
