Hailey Bieber has modeled for some of the world’s biggest fashion brands, but posing for husband Justin Bieber’s streetwear-meets-luxury label wasn’t just another job.
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It was a labor of love as the 29-year-old beauty slipped into SKYLARK micro shorts and midriff-baring T-shirt, a cozy hoodie and jacket along with casual footwear in the new, eye-catching campaign.
Bieber struck various poses with her signature pout, sometimes her hands on hips, other times with arms above her head.
Her long hair was casually styled and allowed to flow naturally over her shoulders in the assorted snaps, many of which used black and white photography for a dramatic, powerful look.
Bieber, who looked daringly elegant at the Sydney premiere of Wuthering Heights on Thursday night, was perhaps the inspiration behind Justin's collection, which launched in July 2025.
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Justin has been personally testing his enigmatic style on the public since 2023. It's been described as having a 'cozy boy' and 'dirtbag' aesthetic with many fans appreciating the relaxed, oversized feel.
Hailey Bieber has modeled for some of the world’s biggest fashion brands, but posing for husband Justin Bieber ’s streetwear-meets-luxury label wasn’t just another job
It was a labor of love as the model posed in SKYLRK micro shorts and crop top that showed off her enviable figure
Now, with his wife putting her own spin on the fashion brand, it's bound to be a huge success.
Justin’s brand is generating around $2 million in sales a month, per Puck News.
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The Canadian-born singer is reportedly worth a cool $300 million, compared to his partner's $200 million.
The brunette model, who is the daughter of actor Stephen Baldwin, was in Sydney, Australia this week to launch her trendy beauty brand Rhode at the MECCA Sydney Store on George Street.
Bieber showcased her slender figure in tailored black trousers paired with a black blazer that had just one button fastened.
She no longer walks in fashion shows, but she made a pretty picture as she waved to fans waiting to catch a glimpse of her.
The Rhode beauty brand, which Bieber founded in June 2022, is famous for creating a dewy and glowing skin aesthetic.
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The mother-of-one, who gave birth to her and Justin’s son Jack Blues Bieber in August 2024, is not only founder but serves as the brand's chief creative officer and head of innovation, as well as a strategic advisor to e.l.f. Beauty.
Justin's brand is known for it's relaxed, oversized feel and his wife proved that point beautifully
Bieber flaunted her toned abs while striking a sultry pose
The brunette beauty showed off her signature pout
Bieber is extremely supportive of her husband, whose SKYLRK brand reportedly rakes in an average $2 million a month since its July 2025 launch
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Rhode was acquired by e.l.f. Beauty for $1 billion in 2025.
In an interview with GQ last November, Bieber described how she and Justin juggle busy careers with parenthood.
'We’re just taking it a day at a time,' she said.
'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 said that she is 'really comfortable' with the life she and Justin have built outside of the public eye, 'sharing things and not sharing things' about their marriage.
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When it comes to parenthood, Bieber had to learn it for herself, saying there wasn't 'anything someone can tell you about it that will ever, ever, ever prepare you until you do 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.
Bieber revealed that Justin supports the direction she’s taken in her career as a makeup mogul.
Bieber is the creator of Rhode makeup known for its dewy and glowing skin aesthetic
The couple (pictured at The Grammys on February 1) are parents to son Jack, born in August 2024, and balance parenthood with busy careers 'a day at a time'
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'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,' she said.
Bieber previously revealed she has help taking care of her son.
'I do have help. I have full-time help and I’m super not ashamed to say that, and I would never shy away from talking about that because I wouldn't be able to have my career and do the things that I do without the help, and I'm really grateful for that.
'If he's not with me, he's with his dad,' Bieber said of her son.