Justin Bieber makes Hailey the face of SKYLRK’s new campaign

Justin Bieber has chosen his wife, Hailey Bieber, as the first campaign star for his fashion label, SKYLRK. The collection, released on Friday 13 February via the brand’s online store, brings together limited-edition pieces developed collaboratively by the couple.

Beyond playing an active role in the creative process, Hailey fronts the campaign shot by Hugo Comte, posing in key looks from the line including leather pieces, accessories, footwear and coordinated loungewear sets. The imagery leans into minimalist styling and layered silhouettes, reinforcing a clean and direct visual narrative.

The HB jackets: the core of the launch

Among the standout pieces are two leather jackets featuring her initials: the HB Hooded Leather Jacket and the HB Leather Jacket. Both cement the structured silhouette Hailey hinted at last April, when she revealed she was working on what she described as her “favourite jacket of all time” for SKYLRK.

According to a statement from the brand, the collection merges SKYLRK’s minimalist vision with Hailey’s signature off-duty aesthetic, offering garments designed for everyday wear. While the online release officially began on 13 February, the collaboration had previously been showcased at the brand’s Tokyo pop-up in December.

A pivotal moment for both

The launch arrives during a particularly active period for the pair. Justin recently appeared at the Grammy Awards 2026 and introduced his new album, Swag. Meanwhile, Hailey continues to expand her beauty brand, Rhode, strengthening its international presence.

Married since 2018 — with a second celebration held in 2019 in South Carolina — the couple welcomed their first child, Jack Blues, in August 2024. In recent public appearances, Hailey has emphasised the importance of mutual support within their family dynamic. Speaking at Vogue Australia’s Forces of Fashion event, she noted that “having a great partner is very important”, highlighting Justin’s active role in parenting while she fulfils her professional commitments.

With this capsule, SKYLRK not only introduces new limited-edition pieces, but also solidifies a brand narrative rooted in close collaboration — where fashion and personal life move in step.

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