Skims Expands Its Core With Everyday Cotton, Fronted by Kylie Jenner

Skims is sharpening its fundamentals. The brand has introduced Everyday Cotton, a permanent addition to its portfolio that translates its sculpted, solution-led DNA into breathable cotton essentials. The line launches February 17 with a campaign starring Kylie Jenner.

A Strategic Shift to Elevated Essentials

Everyday Cotton is positioned not as a seasonal drop but as a core franchise play. The assortment introduces ten styles, reworking existing Skims silhouettes in premium cotton fabrication. The move signals a deliberate expansion of the brand’s shapewear credibility into the daily essentials category — an arena where fit, fabric and repeat purchase drive long-term revenue.

The collection spans sizes XXS to 4X, with bras offered in up to 38 size options. Colorways remain consistent with Skims’ neutral-first visual language, including Snow, Light Heather Grey, Sienna Heather, Cocoa Heather and Onyx.

Kim Kardashian, co-founder and chief creative officer of Skims, framed the launch as a refinement of the basics category. In her words, consumers are not looking for more essentials — they are looking for better ones. Everyday Cotton, she notes, reimagines the brand’s best-selling shapes in a softer premium cotton, designed for daily wear without compromising fit precision.

Campaign as Continuity

The campaign, photographed by Mert Alas, features Jenner styled in key pieces such as the Triangle Bralette and Thong in Cocoa Heather. The visual direction remains aligned with Skims’ signature aesthetic: minimal, body-focused and modern.

Jenner described the collection as rooted in practicality, emphasizing softness, stretch and comfort — attributes that align with the brand’s performance-first positioning rather than purely aesthetic appeal.

The Broader Market Play

The timing is strategic. As consumers recalibrate spending toward wardrobe longevity, brands are doubling down on everyday categories that guarantee repeat engagement. For Skims, Everyday Cotton reinforces a critical message: the brand is not only about sculpting moments, but about anchoring the daily uniform.

In a saturated basics market, differentiation lies in engineering and consistency. With Everyday Cotton, Skims appears intent on owning not just shapewear, but the foundation layer of the modern wardrobe.