SKIMS Taps Kylie Jenner For Everyday Cotton Launch Featuring Viral Ultimate Bra

SKIMS is launching its Everyday Cotton collection on February 17, introducing the brand’s viral Ultimate Bra and cult favorite Boy Short in premium natural cotton for the first time. The permanent line, fronted by Kylie Jenner in a campaign shot by Mert Alas, marks a strategic push into elevated everyday basics as the intimates market shifts toward comfort led essentials.

New Fabric, Same Silhouettes

Everyday Cotton takes SKIMS’ most popular silhouettes and rebuilds them in soft, breathable natural cotton with added stretch. The brand describes the fabric as ‘ultra soft’ and designed to deliver SKIMS’ signature fit without digging into the skin throughout all day wear.

The 10 style collection includes bras and underwear such as the Triangle Bralette, Thong, and Boy Short, all rendered in premium cotton for continuous wear. The Boy Short features a mid rise cut with a 100% cotton gusset for added comfort.

Color Palette

The Ultimate Teardrop Push Up Bra, the Boy Short, and the Triangle Bralette are some of the core pieces reimagined in the new collection. The collection offers five neutral shades, Snow, Light Heather Grey, Sienna Heather, Cocoa Heather, and Onyx, designed to serve as wardrobe staples.

Direct Release Strategy

Everyday Cotton becomes available on February 17, 2026, via the SKIMS website and physical retail locations. The brand is distributing through its direct to consumer platform, prioritizing margin control and first party data over wholesale expansion. Sizes range from XXS to 4X, with bras offered in 38 sizes to ensure fit across diverse body types.

The launch follows years of development and arrives as the intimates category increasingly emphasizes all day comfort and fewer, higher quality basics over volume driven assortments. By adding Everyday Cotton as a permanent collection alongside Fits Everybody and Seamless Sculpt, SKIMS signals its focus on recurring demand for foundational pieces in a slower growth apparel environment.