Supermodel Hailey Bieber has sparked intense online debate after fronting a new campaign for SKIMS, with images showing her modelling a barely-there nude thong from the brand's Everyday Cotton range.
The campaign shows Hailey posing in SKIMS' signature skin-toned, minimal aesthetic designed to closely match the body and create a seamless, sculpted silhouette. The revealing styling immediately divided opinion online, with viewers split over whether the imagery represents confidence and empowerment or crosses into overly provocative fashion advertising.
The shoot also places SKIMS founder Kim Kardashian back at the centre of the cultural conversation, as the brand continues to rely on high-profile celebrity campaigns built around minimal, body-focused styling.
Barely-There SKIMS Look Divides Opinion
The images featuring Hailey Bieber show her modelling SKIMS' nude-toned Everyday Cotton pieces, styled to blend closely with skin tones and emphasise a stripped-back silhouette. The design reflects the brand's wider aesthetic approach, which frequently focuses on neutral palettes and minimal coverage to highlight natural body shape rather than heavy embellishment.
The look has prompted debate over the brand's use of near-invisible styling, with some viewers praising the aesthetic as confident, modern, and in keeping with current fashion trends that prioritise simplicity and body awareness. Others questioned whether the level of exposure in the campaign is appropriate for a mainstream fashion label with a global audience.
The Sun reported that the campaign has sparked discussion online, with reactions reflecting a clear split between those who view the shoot as empowering and those who see it as unnecessarily revealing.
Comments circulating on social media beneath related posts reflected this divide. Some users praised Hailey's appearance, with remarks such as 'wow nice body and she had a baby', while others posted critical responses, including 'Looks like a tranny', highlighting the polarised and often hostile tone of online reactions.
Further discussion also appeared on Reddit, where users questioned both the fit and presentation of the garments in the campaign. One user commented: 'That bra looks like it really doesnt fit her??' while another added: 'What bra is she wearing in pic 10? :)'
These reactions reflect wider scrutiny not only of the imagery itself, but also of the styling choices and garment structure used within the shoot, particularly in relation to SKIMS' signature minimalist approach.
Kim Kardashian Praises Hailey's 'Effortless' Style
In a press release accompanying the campaign, SKIMS founder Kim Kardashian praised Hailey Bieber's suitability for the shoot, saying:
'Hailey has a unique ability to make even the simplest pieces feel elevated.'
She added: 'Her approach to style is effortless, which made her the perfect person to bring Everyday Cotton to life.'
The campaign centres on SKIMS' Everyday Cotton range, which focuses on comfort-led basics designed to contour the body with a close, streamlined fit. The collection is built around neutral tones and minimal design, intended to function as both everyday essentials and fashion-forward staples.
While supporters argue the imagery reflects modern confidence and body positivity, critics continue to question the increasing prevalence of revealing fashion campaigns in mainstream advertising, particularly when driven by celebrity influence and highly visible public figures.
