Justin Bieber is putting his fashion ambitions front and center by choosing his most familiar muse as the face of his latest project. With SKYLRK’s stripped-down new campaign, he has turned Hailey Bieber into the defining image of the brand, signaling that its identity is as much about their relationship as it is about clothes. The move caps a build-up of teasers and capsule drops that have slowly revealed how deeply the couple is investing in this label.
The Biebers are not just posing together; they are building a shared fashion business that merges his celebrity and her modeling power. Their new collection and intimate visuals position SKYLRK as a lifestyle extension of their home life, from minimal styling and bare skin to coordinated design decisions. It is a calculated bet that fans want to buy into their partnership as much as their wardrobes.
The stripped-down SKYLRK vision
Justin Bieber has been edging into fashion for some time, and SKYLRK now stands as his clearest expression of that shift. Earlier, he introduced the clothing brand as a way to blend urban style with personal history, with reports describing how the launch of Skylrk tied directly to his own vision of comfort and authenticity. That context makes the new campaign feel like a continuation rather than a pivot, with the label leaning into pared-back silhouettes, soft loungewear and sporty pieces that echo his off-duty uniform. A teaser for the latest drop framed the project as a creative collaboration between Hailey and Justin, using Justin’s Fashion Bran identity as the foundation while presenting them as a united front in both business and aesthetics, as seen in the preview featuring Hailey and Justin.
The latest collection, which The Biebers worked on together and released in Feb, doubles down on that formula. The limited-edition capsule includes accessories, footwear and loungewear, with prices that position SKYLRK firmly in the aspirational bracket, including pieces retailing for $1,400 and $1,200. Those exact figures appear in coverage of $1,400 and $1,200 items, underscoring that the brand is courting a luxury-minded audience rather than mass-market shoppers. A separate report on how The Biebers shaped the new collection describes them working closely on the designs and campaign concept, framing the drop as their most hands-on fashion project since he first announced the label, with that collaboration detailed in coverage of The Biebers and their joint creative process.
Hailey the campaign star
Hailey Bieber has increasingly become the visual engine of SKYLRK, and the new campaign makes that explicit. Reports describe how Hailey Bieber has turned into a campaign star for her husband Justin Bieber’s clothing brand SKYLRK, modeling pieces like a tank top and a hoodie in images that spotlight her body and the clothes in equal measure, as seen in coverage of Hailey Bieber fronting the line. Ahead of the main reveal, she teased the project in micro shorts and sporty separates, with one fashion report noting how Hailey Bieber is once again proving that fashion and love can go hand in hand as she stepped in front of the camera to tease Justin’s brand, a sentiment captured in coverage of Hailey Bieber in micro shorts.
The full campaign, shot by Hugo Comte, strips the styling back even further. Official imagery tagged as Hailey Bieber for SKYLRK shows the model in minimal layers, often in underwear or loungewear, with the focus on skin, fabric and gaze rather than heavy set design, as detailed in coverage of Hailey Bieber for and Hugo Comte’s role. Another feature describes Hailey getting cheeky in the visuals, reinforcing that the brand is trading on intimacy and playfulness as much as on product. The approach aligns with Justin Bieber’s decision to make Hailey the face of the new campaign, a move highlighted in fashion coverage that presents Justin Bieber and Hailey the as central to SKYLRK’s identity, as seen in the piece on Justin Bieber makes face of SKYLRK.
Intimacy as marketing strategy
What sets this rollout apart is how aggressively it leans into the couple’s private chemistry as a selling point. One report on the new collaboration framed the drop as something fans NEED to KNOW, explaining that Justin and Hailey Bieber have a new fashion collaboration out now and that The Biebers released a collection for his fashion label alongside imagery that shows Hailey in layered underwear, as described in the piece that flags NEED and KNOW as key signals. Another outlet describes the new SKYLRK campaign as intimate, noting that the launch arrives while the couple is juggling growing their brand, releasing new music and raising their son, whom they welcomed in 2024, which places the fashion push inside a broader family narrative as reported in coverage that tracks the Feb debut of the intimate campaign.
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