SKIMS Taps Kylie Jenner To Launch Soft Stretch Everyday Cotton Essentials

Skims is expanding its core essentials offer with a new Everyday Cotton collection fronted by Kylie Jenner, positioning the line as a permanent, premium cotton basics range rather than a seasonal drop. The collection was unveiled on February 11, 2026, with product set to launch on February 17, 2026, reinforcing Skims’ focus on year round, solutions led underwear and loungewear.

A New Essentials Chapter

The Everyday Cotton line marks a further push by Skims into elevated daily wear basics, building on earlier core programs like Fits Everybody and Seamless Sculpt. Official communications describe Everyday Cotton as a permanent addition, signaling a strategy to lock in recurring demand for foundational pieces rather than one off trend capsules.

Featuring Kylie Jenner as the face of the campaign extends Skims’ use of high visibility talent and family led storytelling, following previous campaigns with Kim Kardashian and other celebrities. It also reflects a broader industry move toward premium basics as a stable category in a slower growth apparel market.

Design, Color, and Fabric focus

Everyday Cotton centers on soft, breathable, premium cotton with added stretch, positioned for all day comfort. The range introduces 10 styles of bras and underwear that reinterpret existing Skims cuts, such as the Triangle Bralette and thong, but rendered in this new cotton execution for continuous wear.

“I loved being part of the Everyday Cotton campaign. Cotton is such an essential everyday fabric, and this collection really nails it,” said Kylie Jenner. “The bras and underwear are soft, super stretchy, and so comfortable. The fit is amazing – exactly what you’d expect from Skims.”

“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. With Everyday Cotton, we took the pieces people already love from Skims and reimagined them in the softest premium cotton, to create essentials you’ll want to wear every single day,” said Kim Kardashian, Skims Co Founder and Chief Creative Officer.

Release and Access

The Everyday Cotton collection was officially revealed on February 11, 2026, with a global release on February 17, 2026, via the Skims website and direct channels. 

Distribution is focused on Skims’ own ecommerce platform, in line with the brand’s broader direct to consumer strategy, which prioritizes margin control and direct audience data over wholesale scale.

Why it Matters

By locking Everyday Cotton into its permanent core, Skims is leaning into premium basics as a defensible space at a time when many underwear and loungewear brands are chasing similar elevated essentials positioning. 

For shoppers, fans, and editors tracking the category, this move suggests that cotton based, comfort led underwear will remain a priority lane for Skims, alongside its more sculpting and fashion adjacent lines. It also adds another data point to how celebrity led brands are using permanent basics, not just drops, to build long term business.