The 28-year-old model and businesswoman is the new face of DKNY, marking a new chapter for the brand and adding another global campaign to Bieber’s impressive portfolio, Page Six reported.

The photos showcase Bieber in key pieces from the Fall 2025 collection, including a varsity jacket with taxi-yellow lettering and a double denim outfit worn without anything underneath. A modern take on the “Canadian tuxedo”? Perfectly fitting, given that Bieber spends much of her time in Canada with her Canadian husband, Justin Bieber.

Shot by photographer Mikael Jansson in a raw industrial space, the campaign presents Bieber in her signature style: effortlessly cool and stylishly refined.

The images capture her “quiet confidence, creative vision, and intuitive style,” according to the brand. In some shots, she pairs a New York Yankees cap with classic blazers, white shirts, and a cropped top revealing her midriff. Notable accessories include DKNY’s fall bags: the new Hadlee Bag, Paula Commuter Tote, and the archival Chana ’89 style.

“In addition to her phenomenal success, she has a style that is both aspirational and accessible, reflecting our brand philosophy. Hailey radiates incredible energy through her attitude and style, which capture the spirit of New York,” said Jeff Goldfarb, Executive Vice President of G-III Apparel Group.

The new partnership comes at an extremely successful moment for Bieber, who made global headlines in May when her beauty brand Rhode was acquired by E.l.f. Beauty for a record $1 billion.

“Rhode is my world. For me, it doesn’t feel like work at all,” Bieber said at the Business of Beauty Global Forum in June.

The DKNY campaign also marks her return to modeling roots as a mother, after welcoming her son Jack in August 2024. She recently celebrated his first birthday with a series of sweet photos.

“One year with you, my beautiful boy. Happy first birthday, Jack Blue, you are the embodiment of joy,” she wrote on Instagram. | BGNES