Hailey Bieber Fronts SKYLRK’s First Major Campaign Directed by Justin Bieber

Hailey Bieber takes center stage as the face and muse of SKYLRK’s first major campaign, a project People describes as “directed/shot under Justin’s creative vision in a stripped-back, intimate aesthetic.” Maxim credits photographer Hugh Comte for the campaign imagery, which frames the drop as both personal and highly stylized.

The capsule lands as a monochrome, mood-driven edit that Hypebeast calls “mood-heavy” and TheFashionography situates within a Valentine’s release. The collection favors a strict greyscale palette of white, grey and black and leans on architectural silhouettes - boxy leather zip-ups, padded-shoulder detailing, relaxed hoodies and cropped layering pieces. Maxim frames the visuals as “signature minimalism with Hailey’s effortless, off-duty aesthetic,” pairing comfort-forward hoodies with sharper, structural outerwear.

Product specifics underline the label’s premium positioning. Maxim lists two named jackets, the HB Hooded Leather Jacket ($1,400) and the HB Leather Jacket ($1,200), and reports that “each jacket, as worn in alluring appeal by Hailey Bieber, is made in the USA from 100 percent leather.” Hypebeast and TheFashionography expand the assortment to include matching hoodies, padded hoodies, tank tops, booty shorts, futuristic sneakers styled with tube socks, monochromatic SKYLRK slides, branded phone cases and other everyday carry accessories. Hypebeast reports the capsule dropped online Friday, February 13 at 10 a.m. PT through SKYLRK’s official webstore; TheFashionography frames the timing as a targeted Valentine’s release and several outlets note the items are limited-edition.

Promotion around the launch leaned into low-fidelity intimacy. Justin Bieber teased the campaign with lo-fi imagery and social posts, and Highsnobiety reports he invited fans to DM with the phrase “play for team SKYLRK.” Hailey amplified the creative process on her own social channels, posting an Instagram Story in which she wore a black leather jacket and wrote, “Working on creating my favorite jacket of all time.” Sources note continued promotional activity through April as Justin shared additional campaign material.

SKYLRK itself remains a tightly controlled label. Multiple outlets characterize the brand as Justin Bieber’s secretive luxury streetwear label that launched last summer and has used exclusive drops that frequently sell out. Maxim’s copy also references a prior reveal “previously revealed exclusively in Tokyok,” a wording that appears in the source and may be a typographical error for Tokyo. TheFashionography captures the tone of the campaign, writing it “feels less like a corporate strategy and more like a personal project,” a framing that aligns with the couple’s hands-on promotional approach.

Hailey brings established fashion credentials to the collaboration; Maxim notes her status as a supermodel, entrepreneur and Rhode founder, cites her recent appearance in the Yves Saint Laurent Fall/Winter 2025 campaign and references her repeat placement on Maxim’s Hot 100. With photographer Hugh Comte’s imagery, Justin’s creative oversight and a limited-edition drop model, SKYLRK’s Hailey-fronted campaign positions the brand at the intersection of luxury leather goods and intimate streetwear storytelling.