Hailey Bieber has graced campaigns for numerous elite fashion houses worldwide, yet her latest modelling assignment for husband Justin Bieber's SKYLRK label transcended mere professional duty. This endeavour represented a heartfelt labour of love, with the 29-year-old supermodel showcasing the streetwear-meets-luxury collection in a striking new photographic series.
A Powerful and Dramatic Visual Statement
The campaign features Hailey Bieber in an array of SKYLRK pieces, including micro shorts, a midriff-baring crop top, a cozy hoodie, and a jacket, all paired with casual footwear. She strikes an assortment of poses, from hands-on-hips stances to arms-raised-above-her-head gestures, consistently delivering her signature pout. Her long hair is styled casually, flowing naturally over her shoulders in the assorted snaps.
Many of the campaign images utilise evocative black-and-white photography, creating a dramatic and powerfully aesthetic look. This artistic choice amplifies the collection's impact, aligning with the brand's enigmatic style that Justin Bieber has been personally testing on the public since 2023.
The Inspiration Behind the Brand
Hailey, who appeared daringly elegant at the Sydney premiere of Wuthering Heights just prior, may well have served as the muse for Justin's collection, which launched in July 2025. The SKYLRK brand is frequently described as embodying a 'cozy boy' and 'dirtbag' aesthetic, celebrated by fans for its relaxed, oversized feel. Hailey's modelling perfectly captures this essence, proving the point beautifully as she flaunts her toned physique.
With his wife now putting her own spin on the fashion label, its trajectory appears bound for significant success. According to reports from Puck News, Justin’s brand is already generating impressive sales, raking in approximately $2 million per month. The Canadian-born singer boasts an estimated net worth of $300 million, while his partner's fortune is valued at around $200 million.
Hailey's Parallel Empire: Rhode Beauty
Beyond modelling, the brunette beauty—daughter of actor Stephen Baldwin—was in Sydney this week to promote her own venture: the trendy beauty brand Rhode. She launched the line at the MECCA Sydney Store on George Street, showcasing her slender figure in tailored black trousers and a single-button black blazer.
Although she no longer walks traditional fashion runways, Hailey made a pretty picture waving to eager fans. Rhode, which she founded in June 2022, is famous for creating a coveted dewy and glowing skin aesthetic. The mother-of-one, who gave birth to her and Justin’s son, Jack Blues Bieber, in August 2024, serves not only as founder but also as the brand's chief creative officer, head of innovation, and a strategic advisor to e.l.f. Beauty.
In a major business move, Rhode was acquired by e.l.f. Beauty for a staggering $1 billion in 2025, cementing Hailey's status as a makeup mogul.
Balancing Stardom and Parenthood
In a candid interview with GQ last November, Hailey Bieber described how she and Justin navigate their demanding careers alongside parenthood. "We’re just taking it a day at a time," she revealed. "We both feel very protective of our son and I don’t think that’s ever going to change, but our life is our life and it is really public, so I think we’re just going to cross every bridge that we need to when we get there."
She expressed being "really comfortable" with the life they have built away from the spotlight, selectively "sharing things and not sharing things" about their marriage. Regarding motherhood, Hailey emphasised that nothing can truly prepare you until you experience it yourself. "And I think for me personally, there’s so much unknown to it, but so much happens and so much changes and you evolve in a totally different way that you would never be able to prepare for until you do it," she added.
Hailey also acknowledged the crucial support system that enables her career, stating she has full-time help caring for her son and is "super not ashamed to say that." She expressed profound gratitude, noting she wouldn't be able to maintain her professional pursuits without such assistance. "If he's not with me, he's with his dad," Bieber said of her son, highlighting the couple's shared parenting approach.
Importantly, Justin is a vocal supporter of her entrepreneurial direction. "My husband uses Rhode, and has since the beginning and loves it, and I have a lot of male friends that are obsessed with it and use it," Hailey shared, underscoring the mutual professional admiration within their powerhouse partnership.
