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The theme for the Met Gala in 2021 was ‘In America: A Lexicon of Fashion.’ This look represents a key shift in her star image, especially in comparison to her 2019 Met Gala look. Whilst still minimal, she emanated sophistication and power, yet this has still been manufactured by Hailey to combine her curated brand identity with dominance in the fashion field. Attending the Met Gala multiple times, an event reserved for elite celebrities, reflects her consistent relevance over the years. As well as this, her different aesthetics for each year represent the shifts in her identity depending on how she wishes to be perceived.

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This cover was a significant moment in Hailey’s modelling career as she was able to gain more legitimacy and credibility in the fashion world, through being on the front cover of one of the most globally prestigious publications.

This relates to Richard Dyer’s idea (1998) that stars are not natural but instead, manufactured by large media institutions such as Vogue, who have the ability to reinvent a celebrity’s star image.

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In the fall of 2016, Hailey Bieber and Lucky Blue Smith worked together for a Tommy Hilfiger campaign. In the campaign, her image has been curated to sell not only the brand but also Hailey herself. Hilfiger’s clean and classic ‘American’ aesthetic aligns perfectly with Hailey, a youthful representation of modern celebrity culture whereby marketability and authenticity work together to create this purposefully curated star image. Being an Instagram influencer, Hailey helped modernise the brand and link it to a younger audience whilst also gaining credibility, representing a symbiotic collaboration. Again, this event highlights the shift in her star image, from an influencer who is a beginner in the modelling field, to an industry-recognised fashion model, working with established brands.

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Hailey Bieber walks for Topshop Unique during London Fashion week, making her runway debut. This helps construct her star image from the young age of 16, associating her with a British, high-street brand which frames her as almost relatable and aspirational. It contrasts with her privileged background and perhaps defies the expectation of her working with a more luxury brand. Her runway debut is a key event which highlights her transition from celebrity daughter to fashion model, creating her own name for herself.

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Hailey’s reach grew further and further, expanding beyond Western audiences and placing her on the map. Her image was also reshaped to fit the new audience, contrasting with her previous fashion looks which were seen as more mainstream, into something more innovative and daring.

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The 2019 ‘Ladies in Levi’s’ campaign starred Hailey Bieber, in which she shared her favourite festival pieces. Working with Levi reflects her diverse star image and how she is able to work with high-fashion brands along with more mainstream brands. Bieber can also be presented as more relatable here, which reinforces her balanced star image of both accessible and aspirational. Whilst attaining her ‘fashionista’ persona, she is also serving as a marketable product of the iconic brand.

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To the 2019 Met Gala, Hailey wore a baby pink Alexander Wang gown. The theme being ‘camp’ perhaps contrasts with her outfit choice in comparison to other looks. However, it was also very on brand for Hailey; classy, elegant and not performative. This can be linked to Dyer’s (1998) idea that a star manufactures their image by being selective with which ideals they portray to the public. Instead of taking a risk with her look and being more ‘camp’, Bieber’s outfit represented a feminine, sophisticated ideal which aligned with the values and aspirations of her audience.

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Hailey Bieber Just Wore A Thong Dress Hybrid And, Somehow, We Aren’t Mad About It

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The noughties called and we ain’t giving them this trend back

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On the 15th June 2022, Hailey Bieber launched her own beauty brand, Rhode. This is arguably the most significant event in her life in regards to her star image, highlighting the transition from model to businesswoman. The coverage from Forbes also gives her credibility as a legitimate entrepreneur instead of an influencer who now sells beauty products.

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Hailey Bieber Launches Rhode—And It’s Not Your Average Celebrity Beauty Brand

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The supermodel took a deep dive into the skincare world before building her brand from the bottom up.

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Erewhon, an organic/whole foods grocery chain in LA create the ‘strawberry glaze skin smoothie’, in collaboration with Hailey’s brand. The smoothie, which was considered ‘skin food’ due to its natural and clean ingredients, including collagen peptides, aligned perfectly with the values of Rhode. It was a strategic marketing move to use Hailey’s image and aesthetic to sell both the smoothie and Rhode itself. The smoothie which Hailey drank regularly allowed fans to follow her lifestyle instead of simply purchasing a product. This therefore, fosters a parasocial relationship (Horton and Wohl, 1956) as they join her by drinking her favourite drink. As a result of this, Hailey’s audience feel closer to Hailey through a shared consumer experience.

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Strawberry Glaze Skin Smoothie - Erewhon

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Erewhon’s Strawberry Glaze Skin Smoothie: almond milk, collagen, sea moss & avocado blend. Nourishing beauty from within. Order online for pickup or delivery!

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The smoothie began to be referred to as “The Hailey Bieber smoothie’, reflecting how strong her own image was in comparison to the product itself. People wanted to try the smoothie due to the pure association with Hailey, in attempt to embody her lifestyle. This makes her star image even more powerful, yet fans can perceive her as relatable and accessible still, ultimately reinforcing the parasocial relationship (Wohl and Horton). However, the smoothie costing $20 at Erewhon positions Hailey and her brand as being high-end which may be unrealistic and unaffordable for a lot of her audience, which would hinder how ‘close’ they feel to her.

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Hailey Bieber HOME MADE Erewhon Smoothie - We make the smoothie much better in this fun recipe

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Hailey Bieber Strawberry Glaze Skin Smoothie Recipe

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The viral smoothie began to flood across social media. At- home recipes were published on established food sites, reflecting the success of the marketing strategy. Henry Jenkins (1992) fandom theory can be drawn on here, as fans are actively participating with Hailey and her brand, by creating their own version of the smoothie. As a result of this, the products initial meaning is reshaped and her star image is strengthened within participatory fan culture.

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Hailey Bieber Strawberry Glaze Skin Smoothie

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Make this Hailey Bieber Strawberry Glaze Skin Smoothie recipe. It’s delicious, refreshing, easy to make at home and a fraction of the price!

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Hailey produced the ‘glazing milk’ by Rhode. This was as a result of the ‘glazed skin’ trend that went viral, after she discussed her skincare goals of wanting her skin to be like a glazed donut, (dewy and glowy). She then capitalised on the trend, by creating a skincare product which helped achieve the glowy look, after being known as the founder of glazed skin. The glazing milk product and packaging is representative of Hailey’s aesthetic; minimalist and natural, reflecting the balance between her identity and entrepreneurial projects. Hailey also continued to reshape her star image, instead of being the face of globally, popular brands, she was now the owner of one.

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Glazing Milk is a potent, nutrient-rich complex with a milky texture that leaves skin feeling hydrated and glowy while boosting the skin barrier over time.

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Article: Think You’re Doing the Clean Girl Aesthetic Right? 

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In an article written by Vanita Parti, founder of BBB London, she labels Hailey as ‘the blueprint for the clean girl era’. This was again, another viral persona that Hailey was associated with, confirming her role as a trendsetter. Dyer’s (1998) idea of a star being a constructed image can be applied here; the clean girl aesthetic is performed as authentic, despite being manufactured to appear effortless which reflects the constructed image Hailey wants to portray. Bieber also strategically incorporated this persona into her beauty brand. Consumers who purchase rhode products are purchasing the aesthetic, as well as the skincare.

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Think You’re Doing the Clean Girl Aesthetic Right?

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BBB London offer the very best in brow and lash treatments and beauty products. Browse & shop our beauty range or book your next treatment online now.

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YouTube video: How to get clean girl aesthetic 

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The clean girl aesthetic became an aspiration for women, causing an influx of tutorials on how to achieve the look.

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‘Clean girl makeup’, began to trend, particularly across Tik tok and Instagram. Large makeup brands also began to capitalise on the aesthetic, representing Hailey Bieber’s strong influence and how her own authentic brand identity transformed into a marketable aspiration.

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A Step-by-Step Guide to TikTok’s Clean Makeup Look | L’Oréal Paris

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TikTok’s latest viral beauty trend is a fuss-free, polished makeup look. Find out which products you’ll need to achieve the clean look that’s all over your FYP.

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The visual branding across social media for Rhode is reflective of Hailey’s star image along with her own personal feed. The posts on Rhode consist of neutral colours and clean typography, also similar to the brand packaging. The significance of this is that Hailey herself is perfectly aligned with her own company, relating to Marshall’s (1997) idea of a celebrity operating as a brand, an identity that is carefully curated. Marshall also explains how a star’s identity can become commercial, this is apparent with Hailey Bieber as anything she posts on her personal account such as her favourite drink, food or a get ready with me video, can be capitalised on as it adds to her clean girl aesthetic, which can then be incorporated into Rhode and generate revenue.

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The aesthetic similarities between Rhode’s feed and Hailey Bieber’s are very apparent. Both have a neutral colour palette and Hailey’s photos also taken in natural lighting.

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In June 2023, Rhode launched a pocket-sized pop up in Soho, New York. It was the first and most impactful pop-up for rhode in regards to Hailey Bieber’s star image. Firstly, the idea of a pocket-sized pop up perfectly aligns with both Rhode and Hailey Bieber’s minimalist, effortless aesthetic. The location being Soho, a luxurious suburb for both beauty and fashion, positions Hailey as a legitimate, creative entrepreneur. As well as this, the intimate pop up allowed fans to actively experience Rhode and relate to the Hailey Bieber, ‘clean girl’, lifestyle. Henry Jenkins (2006) concept of fans being active audiences can be drawn on here; fans participate in purchasing rhode products, posting online about it which ultimately shapes Hailey’s star image.

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The first-ever lip gloss phone case was created by Hailey Bieber and was released by Rhode in 2023. The phone case, which fits perfectly for her peptide lip gloss collection, was a huge success, positioning her as an innovator in the beauty industry. The practical yet trendy invention reflects the effortless and chic culture associated with the ‘clean girl’ aesthetic, which Hailey consistently embodies. Marshall (1997) argues that a star’s name and image has economic value and any product they produce or advertise adds meaning to their brand identity. This can be related to the phone case as purchasing the accessory allows fans to buy into Hailey’s lifestyle and the symbolic values the case represents, blurring the line between the celebrity and the brand.

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The Rhode Lip Case is Back in Stock–Get The Cult Accessory Before It’s Gone.

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Jessica Diner meets the marketing brains behind the launch of the Rhode lip case.

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This image displays the Rhode lip gloss/treatments that the phone case was intended for. Being a particular shape and size meant that most ordinary lip products would not fit in the case. This gives Hailey’s brand a sense of exclusivity, but was also a strategic marketing move in order to encourage consumers to purchase the lip gloss with the case. The design reflects Bieber’s ability to combine visual appeal with monetised strategy, ultimately adding to her entrepreneurial persona.

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In May this year, Hailey announced the partnership between Rhode and E.L.F Beauty in which Rhode was sold to E.L.F for around $1 billion dollars. Hailey remains the chief creative officer and head of innovation at Rhode, acting as a strategic advisor, but no longer the CEO. This was major for Bieber as it confirmed Rhode as a billion-dollar brand and Hailey’s image as an established entrepreneur. The brand deal allowed Hailey to be recognised as a successful business owner, in comparison to a model-influencer.

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Hailey Rhode Bieber on Instagram: "When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
 
Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!

As I’ve said, this is only the beginning. 🤍"

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3M likes, 21K comments - haileybieber on May 28, 2025: "When I launched @rhode in 2022, I always had big dreams for the company, and the most important thing to me is to keep bringing rhode to more spaces, places, and faces globally. So today I am so incredibly excited and proud to announce that we are partnering with e.l.f. Beauty as we step into this next chapter in the world of rhode. I found a like-minded disruptor with a vision to be a different kind of company that believes in big ideas and innovation in the same way that I do and will help us continue to grow the brand. I feel invigorated, excited and more ready than ever to step into an even bigger role as Chief Creative Officer, and Head of Innovation of rhode as well as strategic advisor to e.l.f. Beauty.
 
Thank you to the amazing rhode team who have helped me build over the years. I couldn’t have done it without all of you. And to our rhode community, thank you for being the most supportive and for being on this journey, this next chapter is going to be even more incredible together!

As I’ve said, this is only the beginning. 🤍". 

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View this post on Instagram

A post shared by Hailey Rhode Bieber (@haileybieber)

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This post taken from Bieber’s Instagram in 2018 represents the start of her influencing era on social media, displaying the beginning of more brand related posts. For example, this collaboration with Adidas represents Hailey’s ability to commercialise her image and make profit from being her authentic self. This can be related to Turner’s (2013) idea of celebrities being cultural commodities and are developed to make money. Her brand collaborations give meaning to her identity, but they have also been meticulously curated in order to sell.

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Hailey Rhode Bieber on Instagram: "@adidasoriginals fam 👊🏼"

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1M likes, 0 comments - haileybieber on July 18, 2018: "@adidasoriginals fam 👊🏼". 

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A post shared by Hailey Rhode Bieber (@haileybieber)

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📸Hailey pictured with supermodel Winnie Harlow for a collaboration with Tommy Hilfiger as a part of the ‘TommyNow’ campaign, again, commercialising Bieber’s identity.

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Bieber announced her new partnership with Bare Minerals,

with the caption; ‘SO happy to work with a brand that supports women's entrepreneurialism and mentorship’. By working with a brand that has clear, ethical values, Hailey presents herself as an individual who is keen for positive change, making her more relatable. This post also blurs the line between a paid collaboration and acting authentically; Turner (2013) argues that celebrities act as a form of media production and they act authentically in order to gain engagement. This is apparent in the Bare Minerals post as she is using authenticity online to connect with her followers, whilst simultaneously promoting a brand, a repeated pattern of Hailey’s which contributes to her

star image.

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Hailey Rhode Bieber on Instagram: "SO happy to work with a brand that supports women's entrepreneurialism, education and mentorship @bareminerals. Check out their profile for more information! #powerofgood #cleanbeauty"

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1M likes, 0 comments - haileybieber on April 1, 2019: "SO happy to work with a brand that supports women's entrepreneurialism, education and mentorship @bareminerals. Check out their profile for more information! #powerofgood #cleanbeauty". 

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A post shared by Hailey Rhode Bieber (@haileybieber)

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During the COVID pandemic, Hailey Bieber created dancing videos with Justin Bieber. Her outfit choices; casual, comfortable and no makeup presented Hailey as relatable and again reflected her effortless image. Creating these at-home videos whilst self-isolating contributes to the idea of Hailey being a ‘real’ person who has to pass the time at home during quarantine like everybody else. This can be related to Marwick’s (2013) concept of authenticity as a practice, where self-performance has been practiced and executed through captions or posts for example. Marwick would argue that Hailey’s 2020 Tik toks are intentional to contribute to her brand image, not accidental.

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Justin and Hailey Bieber Live on Instagram

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Hailey also used Instagram’s Live feature with Justin Bieber during quarantine, as a way to connect with fans, at a time where in-person interactions could not take place. This again, fosters a para-social relationship (Horton and Wohl, 1956), as fans are able to have live updates from the pair, and feel as though they are on a video call together. This ultimately fosters a sense of closeness, whilst simultaneously contributing to Hailey’s representation of being relatable.

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Justin Bieber and Hailey Baldwin on Quarantine | Live on Instagram | 4/4/2020

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Hailey Bieber Interview - The Tonight Show

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Hailey features on Jimmy Fallon’s ‘The Tonight Show’, discussing life at home during COVID. Her appearance reshaped her star image as she gives insight on the activities her and Justin took part in. For example, baking and playing board games. This again frames Hailey as relatable and reflects an approachable identity, as she is involved in more domestic tasks, contrasting with her usual luxurious lifestyle.

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Hailey Bieber Dishes on Quarantine with Justin Bieber & New YouTube Channel | The Tonight Show

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Hailey launched her own YouTube Channel in 2021, reflecting a new venture in her career and a new way for fans to interact. Her series, ‘Who’s in my bathroom?’ featured celebrity guests and informal conversations, becoming very popular. Hailey is presented as friendly and down to earth, making the audience feel as though they are also sat round the table with her. However, this representation has also been curated to an extent, since Hailey is the host of the show and controls the conversations. Turner (2013) argues celebrities use the same ‘ordinary’ spaces as content creators in attempt to appear more relatable. By using YouTube, she is mirroring influencer practices which reinforces her identity as approachable.

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WHO’S IN MY BATHROOM? with Hailey Rhode Bieber

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Share your videos with friends, family, and the world

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Hailey Bieber's Set Tour of Who’s In My Bathroom? 

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The setting of the series taking place in Hailey’s own bathroom gives the show an intimate, personal touch. Particularly because celebrities tend to keep their homes private. This reinforces the parasocial interaction (Horton and Wohl, 1956) with Hailey’s audience as she is letting fans experience moments of her personal life. Although, despite being her own bathroom, the set still has a staged aspect to it. This is due to the lighting and camera angles, in order to produce a ‘put together’ aesthetic, an image Hailey wants to embody.

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Hailey Bieber's Set Tour of Who’s In My Bathroom? | Set Digs | Refinery29

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MY SKINCARE ROUTINE: Getting Ready for Bed

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This YouTube video from Hailey’s channel gave her audience an insight into her evening skincare routine, whilst simultaneously inviting viewers to ‘get ready for bed’ with her, giving the video an intimate feel and allowing her to connect deeply with her fans. As well as this, Hailey being praised for her ‘perfect’ skin over the years and sharing her most-used products mean viewers can recognise her as a credible source, reinforcing her respected position in the beauty industry which foreshadows her future of her own skincare brand.

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Getting Ready for Bed | MY SKINCARE ROUTINE with Hailey Rhode Bieber

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Behind the scenes of my FILA x HAILEY collab collection

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Another example of an intimate, exclusive YouTube video created by Bieber, (behind the scenes), but with a strategic marketing motive as she is indirectly promoting her collaboration with sports brand FILA.

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behind the scenes of my FILA x HAILEY collab collection

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Hailey Bieber went viral again for her homemade ‘pizza toast’. The recipe, which consisted of only three ingredients, reflects Hailey’s ability to be a trend setter even in the simplest of moments and how much influence she has online after going viral time after time. This is key to Hailey’s star image as it reinforces her position as a ‘modern’ celebrity who’s relevance heavily relies on digital sources.

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pizza toast on my yt now 🍕🍕🍕 thank you @HexClad 

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@haileybieber
pizza toast on my yt now 🍕🍕🍕 thank you @HexClad
♬ original sound - Hailey Bieber

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Viewers recreating Hailey’s pizza toast can be linked to Henry Jenkins (2006) concept of participatory culture, where audiences actively reinforce fame through imitation. This example helps shape Hailey’s star image as it highlights her strong influence and presents her as a tasteful, credible figure.

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Stefan Torres on Instagram: "Hailey Biebers Pizza Toast #haileybieber #pizzatoast #pizza #easyrecipe"

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202K likes, 712 comments - thestefantorres on June 9, 2025: "Hailey Biebers Pizza Toast #haileybieber #pizzatoast #pizza #easyrecipe". 

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A post shared by Stefan Torres (@thestefantorres)

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The ‘glazed donut nails’ was another beauty trend Hailey created, after sharing her go-to nail look on Tik Tok. Her choice of nails, which is a part of her identity, reinforces her ‘clean girl’ and glossy aesthetic which also relates to her brand Rhode, following the ‘glazed donut’ skin trend as previously mentioned.

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Here’s my nail combo 👀 the 🔑 is to mix whatever color you choose with clear polish to thin it out ✨🫠 @Zola

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An article for Elle magazine, written by Urmi Pandora earlier this year, tells audiences how to ‘copy’ Hailey’s nails. This further positions Bieber as the blueprint for beauty standards and trends, constructing her identity as a cultural influencer, contributing to ideals of present-day femininity.

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Strawberry Glazed Doughnut Nails: Here’s How To Copy Hailey Bieber’s New Favourite Manicure

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Strawberry glazed doughnut nails are elegant and effortless to recreate

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Rhode skin on Instagram: "rhode mood: strawberry glaze 🍓"

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Using sensory marketing to advertise the product, Hailey capitalised on the glazed donut nails, creating a lip gloss for Rhode called ‘strawberry glaze’. This is reflective of how her personal identity is able to blend seamlessly with her brand, whilst simultaneously being able to make profit purely through authentic self-presentation. Marshall (1997) argues that a celebrity’s authenticity becomes profitable as consumers can buy into their lifestyle via purchasing their products. This aligns perfectly with Hailey’s strawberry glaze lip gloss.

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rhode skin on Instagram: "rhode mood: strawberry glaze 🍓"

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70K likes, 351 comments - rhode on August 25, 2023: "rhode mood: strawberry glaze 🍓". 

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This article presents the foundation of Hailey Bieber’s fame being the daughter of actor Stephen and Kennya Baldwin, as well as the niece of Alec Baldwin (Stephen’s brother). Being born into fame, one of the most famously known aspects of Hailey’s star image is her representation as a ‘nepo baby’. This raises the question of whether her success is due to her parents, particularly her father, or whether she has been strategic enough to get to where she is today. In this case, Hailey would be categorised as an ascribed celebrity (Rojek, 2004), as her status relies heavily on her lineage.

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All About Hailey Bieber’s Famous Parents, Kennya and Stephen Baldwin

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Stephen and Kennya Baldwin welcomed their daughter Hailey Bieber in 1996. Here’s everything to know about the model’s relationship with her parents.

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In 2009, Hailey’s dad introduced Hailey to pop star Justin Bieber, reflecting the influential role her father had in ensuring Hailey made connections from a young age. This relates to Richard Dyer’s (1998) idea that stars are not natural and their fame is not wholly due to having individual talent, but instead, they are socially constructed. Hailey’s privilege which stemmed from her family’s fame is therefore the basis of her star image, long before she made a name for herself as a model and entrepreneur.

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See the moment Justin Bieber first met Hailey Baldwin in 2009 | Daily Mail Online

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See the moment a shy Justin Bieber met Hailey Baldwin for the first time back in 2009 as her actor dad Stephen eagerly makes the introduction.

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At age 15, Hailey makes an appearance in Cody Simpson’s music video, ‘On my mind’. This is a prime example of how her nepo baby background created many opportunities for Hailey, marking the beginning of many future appearances.

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Cody Simpson - On My Mind (Official Music Video)

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After years of being close friends, Hailey and Justin sparked romance rumours following an Instagram post of the pair on New Years Eve. This represents a transition in her star image from influencer to recognised celebrity. Although, some may argue this was because of Justin’s fame and popularity, and that he played a part in shaping her star image.

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See Justin Bieber and Hailey Baldwin Kissing in Steamy Vacation Photo

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Justin Bieber and Hailey Baldwin spent the past several days vacationing together around the Caribbean islands -- and they havenâ€™t been shy about chronicling their romantic experience on Instagram.

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Justin And Hailey Bieber speak about their 2016 break up

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The couple split after months of dating, Hailey then focused on her modelling career, working with brands such as Tommy Hilfiger and Vogue. This period however, was significant for Hailey as she became globally recognised and was able to make a name for herself, without the influence of anyone around her. It was during this time she also became established in the modelling world, reshaping her star image from ‘nepo baby’ or ‘Justin Bieber’s ex’ to professional model. This aligns with Richard Dyer’s (1998) idea of a star image not being stable, but constantly changing through media forms.

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Justin and Hailey Bieber have a new show on Facebook, The Biebers on Watch, where they give fans an intimate look inside their married life together. And in today's premiere episode, the two spoke frankly about their 2016 breakup and the trust issues Hailey had to deal with as a result.

Now, in case you didn't know, Justin and Hailey first dated and broke up four years ago. The cause of their split has never been confirmed, but in recent interviews, Justin has said he warned Hailey he was "not in a place to be faithful" when they first started dating:

Because I was at the point where I'd done that in the past and I just was like honest with her, I was like, "I'm not in a place to be faithful" and all this sort of stuff that I wanted to be but I just wasn't there yet.

And since getting married, Justin has been open about the work he's done to stay faithful to Hailey, even using his Instagram story to shout out a self-help book about "building an affair-proof marriage."

Hailey said that, after their split, she went through a "grieving" process:

I really let myself feel the emotions I was feeling. It feels like grieving, it is grieving actually. You feel like you lose someone you really, really love and care about.

Hailey added that she was ultimately grateful for the breakup, as it gave her time to focus on herself and her career and date other people.

And Hailey revealed the reason she felt like Justin was finally ready for a relationship:

Obviously we have a lot of mutual friends...They would tell me that you were really working on yourself and doing really well. They had been really impressed with how you were living your life, and you were trying to, you know, keep to yourself.

You can check out Justin and Hailey's full conversation below:

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Justin And Hailey Bieber Got Super Blunt About Their 2016 Breakup And How She Learned To Trust Him Again

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"How do you think you regained that trust and confidence in me?"

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2 years after their break up, Hailey and Justin were spotted holding hands, seemingly back together. Again, the news coverage from E News, a celebrity gossip source, reinforces Hailey Bieber’s relevance and reflects her star image as a recognised celebrity.

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Looking Back at Summer 2018's Many Couple Reunions: Justin Bieber & Hailey Baldwin and More

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Summer 2018 is shaping up to be the ultimate summer of love indeed, for old loves. See which exes reunited in recent months.

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In July of 2018, the couple announced their engagement, shortly after they got back together. The engagement was unanticipated and sudden, creating circulation online. This audience reception played a part in Hailey’s image as she was becoming more and more relevant and her visibility was increased. However, their marriage was also a clear example of how a female star’s image is commonly reconstructed in relation to their male significant other, a common theme with celebrity couples.

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Justin Bieber on Instagram: "Was gonna wait a while to say anything but word travels fast, listen plain and simple Hailey I am soooo in love with everything about you! So  committed to spending my life getting to know every single part of you loving you patiently and kindLY. I promise to lead our family with honor and integrity letting Jesus through his Holy Spirit guide us in everything we do and every decision we make. My heart is COMPLETELY and FULLY YOURS and I will ALWAYS put you first! You are the love of my life Hailey Baldwin and I wouldn’t want to spend it with anybody else. You make me so much better and we compliment eachother so well!! Can’t wait for the best season of life yet!. It’s funny because now with you everything seems to make sense! The thing I am most excited for is that  my little brother and sister get to see another healthy stable marriage and look for the same!!! Gods timing really is literally perfect, we got engaged on the seventh day of the seventh month, the number seven is the number of spiritual perfection, it’s true GOOGLE IT! Isn’t that nuts? By the way I didn’t plan that, anyways My goodness does feel good to have our future secured! WERE GONNA BE BETTER AT 70 BABY HERE WE GO! “He who finds a wife finds a good thing and obtains FAVOR from the Lord!” This is the year of favor!!!!"

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13M likes, 612K comments - lilbieber on July 9, 2018: "Was gonna wait a while to say anything but word travels fast, listen plain and simple Hailey I am soooo in love with everything about you! So  committed to spending my life getting to know every single part of you loving you patiently and kindLY. I promise to lead our family with honor and integrity letting Jesus through his Holy Spirit guide us in everything we do and every decision we make. My heart is COMPLETELY and FULLY YOURS and I will ALWAYS put you first! You are the love of my life Hailey Baldwin and I wouldn’t want to spend it with anybody else. You make me so much better and we compliment eachother so well!! Can’t wait for the best season of life yet!. It’s funny because now with you everything seems to make sense! The thing I am most excited for is that  my little brother and sister get to see another healthy stable marriage and look for the same!!! Gods timing really is literally perfect, we got engaged on the seventh day of the seventh month, the number seven is the number of spiritual perfection, it’s true GOOGLE IT! Isn’t that nuts? By the way I didn’t plan that, anyways My goodness does feel good to have our future secured! WERE GONNA BE BETTER AT 70 BABY HERE WE GO! “He who finds a wife finds a good thing and obtains FAVOR from the Lord!” This is the year of favor!!!!". 

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Article: Everything We Know About Justin Bieber And Hailey Baldwin's Wedding

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Coverage from British Vogue reflected a global fascination with the wedding and Hailey’s identity as a style icon was reinforced with the author complimenting her look. The editorial style language from Vogue contributed to Hailey’s star image in isolation to Justin, as opposed to being known as simply ‘his wife’. This relates to Richard Dyer’s (1998) idea that media institutions shape a star’s image. This feature constructs Hailey’s image in a positive way, confirming her identity as an aspirational celebrity.

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After the fabulous fanfare of Priyanka Chopra and Nick Jonas's seemingly endless nuptials in India, and Sophie Turner and Joe Jonas's marriage in France, it's undeniable: the world can't resist a blockbuster celebrity wedding. The latest couple to walk down the aisle are Justin Bieber and Hailey Baldwin, or rather Hailey Bieber, as the two young lovers wed in a private civil ceremony in New York in the autumn of 2018. Rumours of a larger celebration went on for months with some outlets even whispering that save-the-date cards were sent and then retracted again. Herewith, is everything we know about the Bieber nuptials, which officially took place on September 30 2019.
Read more: Hailey Baldwin Changes Her Name To Hailey Bieber
When was Justin Bieber and Hailey Baldwin's wedding date?

The couple was photographed entering a marriage license courthouse in New York on September 13 2018, but it was not until November 15 that Bieber confirmed his relationship status on social media. The popstar published an Instagram photograph of the duo walking hand-in-hand with the simple caption: "My wife is awesome." Baldwin promptly changed her social domain to @haileybieber and the Beliebers went wild. "It took some getting used to, for sure," Baldwin told Bustle of changing her name. "It's definitely strange, it takes adjusting."

Preparations for a religious ceremony and a small, familial party began for 2019. The newlyweds sent out save-the-date cards for February 28, according to Page Six. The couple, however, declined to comment. On January 23, a fresh set of rumours emerged that the wedding had been postponed again.

According to TMZ, the decision to move the date was not because the wedding day had become public. Some of Bieber's family could not make the February 28 date, and thus a new day had to be planned to give guests plenty of notice.

The couple has made no bones about the fact that marriage has been hard so far. "Fighting is good," Bieber told Vogue in the March 2019 issue. "Doesn't the Bible talk about righteous anger? We don't want to lose each other. We don't want to say the wrong thing, and so we've been struggling with not expressing our emotions, which has been driving me absolutely crazy because I just need to express myself, and it's been really difficult to get her to say what she feels." Baldwin, who at first struggled with the number of people on social media rooting for them to fail, added: "I prayed to feel peace about the decision... I love him very much. I have loved him for a long time."
Read more: Is It Too Late For Justin Bieber To Say Sorry?
On March 18, Baldwin took to Instagram Stories to silence the multiple media sources reporting that Bieber's depression was putting a strain on their marriage. "Don't believe what ya read on the internet folks," she said with a laughing emoji and a rolling eye emoji. She added a "fake news" gif to reiterate her point.

On March 25, Bieber told his followers that he was taking a break from music to focus on his family and health. "I am now very focused on repairing some of the deep rooted issues that I have as most of us have, so that I don't fall apart, so that I can sustain my marriage and be the father I want to be," he wrote via Instagram.

Bieber subsequently sparked controversy on April Fools' Day, when an Instagram post insinuating that his wife was pregnant divided his fans. He later issued an apology, declaring himself a "prankster". "There's always gonna be people offended, there's also people who don't take jokes very well."

On April 8, Bieber affirmed his love for his wife via an Instagram poem, which concluded: "Things all around us just get better with time. I fall more in love with you every day! You have walked hand and hand with me as I continue to get my emotions, mind, body and soul in tact! You have given me so much strength, support, encouragement and joy. I just wanted to publicly honour you, and remind you that the best is yet to come!"

A source told People in May that Bieber's mental health was still a priority for the couple, and that wedding plans would come into fruition when he felt ready.

On September 3, Bieber opened up about the personal challenges he has had to endure because of his rapid ascent to fame at a young age. "I started doing pretty heavy drugs at 19 and abused all my relationships.... I became resentful, disrespectful to women, and angry. I became distant to everyone who loved me.... By 20, I made every bad decision you could have thought of and went from one of the most loved and adored people in the world to the most ridiculed, judged, and hated person in the world."

He ended on a positive note focusing on his support network of friends and family: "It's taken me years to bounce back from all of these terrible decisions, fix broken relationships, and change relationship habits," he wrote. "Luckily god blessed me with extraordinary people who love me for me. Now I am navigating the best season of my life, 'MARRIAGE!!'"

On September 25, pictures emerged of Baldwin's bachelorette party in West Hollywood. Members of the bride-to-be's inner circle, including Kendall Jenner, began the night at Ysabel restaurant before going on to Delilah nightclub. Hen party paraphernalia, including veil headbands, personalised cups and straws, was captured via the group's collective Stories.

While Baldwin was at her bachelorette, Bieber was outsourcing suit options to his fanbase.

News of a specific date for the second nuptials - September 30 - and a location - the Montage Palmetto Bluff, a 20,000-acre luxury waterfront resort in South Carolina - emerged. The bridal party took over the property from September 29 to October 1, with a rehearsal dinner at BBQ restaurant Cole's on the Sunday evening. Bieber was the first to share an image of the party:

The photobooth shots shared on social reveal the couple's wedding rings. Baldwin's Solow & Co engagement ring is now flanked by a Tiffany & Co Soleste ring and a Tiffany & Co Soleste V ring, both in 18 karat gold and lined with diamonds. Bieber, meanwhile, opted for a classic Tiffany & Co band in 18 karat gold. He also bought himself an Audemars Piguet watch as a wedding present and wore grills for the occasion.

The Kardashian family turned out for the celebration, which matriarch Kris Jenner revealed was themed around The Notebook. Models Joan Smalls, Camila Morrone and Fai Khadra - Kendall Jenner's date - made the guest list, as well as Jaden Smith and Justine Skye.

Where was Justin Bieber and Hailey Baldwin's wedding held?

The newly crowned Mrs Bieber told The Cut in an article published on September 13 2018 that she had a brilliant wedding planner scouting out the perfect location - "I think having it in the woods would be so beautiful" - on the West Coast.

Read more: 8 Justin Bieber And Hailey Baldwin Date Looks That Made My Heart Melt
The couple's chosen venue: Montage Palmetto Bluff, which is located 15 miles north of Savannah, featured two chapels for the couple to choose from within the picturesque, secluded grounds.

Who designed Hailey Baldwin's wedding dress?

Hailey had already chosen the designer of her dress in September 2018, according to The Cut - however, the gown itself was still in the inception phase then. In the end, the bride chose four dresses for the celebrations: a Vivienne Westwood minidress with the brand's signature corsetry and draping for the rehearsal dinner, a custom Off-White gown and matching veil emblazoned with the words "till death do us part" for the ceremony, a Ralph & Russo halterneck seen in the first photobooth shots to emerge from the wedding, and a custom Vera Wang slip dress she teamed with trainers at the reception.

Baldwin thanked Virgil Abloh via Instagram a week after the celebrations, and said she would be "forever grateful" she got to wear the designer's "beautiful creation".

"I've known Off-White since it started and I've known Virgil for years, so it's cool to see the evolution of his creativity," Bieber told Vogue in the April 2018 issue, which spotlighted Abloh's modern vision of luxury. "Virgil's ideas and his aesthetic are so based on culture and what is cool for young people, which is something I pay attention to... Off-White has got to a place where it keeps getting better and better and better."

Almost two weeks on from the celebrations, Bieber's stylist Maeve Reilly shared more glimpses of the bride over the course of her nuptials, revealing the silky halterneck dress she's wearing in a series of photobooth snaps with her husband and their guests was the work of British couturiers Ralph & Russo. Bieber wore the dress, which featured a gathered waist and a thigh-high slit, with Jimmy Choo sandals and Tiffany & Co jewels.
Read more: Hailey Bieber Wore Trainers With Her Vera Wang Wedding Reception Dress
Another Instagram snap shared by Reilly shows the beaming bride on the dancefloor with her husband, a pair of white trainers just visible beneath the hem of her floor-skimming custom Vera Wang slip dress. Ready to let her hair down one last time after a weekend of celebrating, it seems Bieber was in the mood for flats.
Read more: On Beauty: Hailey Baldwin
How did Justin Bieber propose?

Bieber proposed to his girlfriend during a trip to the Bahamas in the summer of 2018. He confirmed the news with a lengthy Instagram post, the core of which read: "You are the love of my life Hailey Baldwin and I wouldn't want to spend it with anybody else."

The couple met in 2009, when Baldwin was given tickets to a Today Show that Bieber was performing on. "I was never a superfan, of him," she told Vogue of not being a Belieber. "It was never that crazed, screaming thing. I didn't think about it in any kind of way except for the fact that he was cute. Everybody had a crush on him. But for the first few years we had a weird age gap." A friendship developed - "I was running around with him as his homie" - when Baldwin started attending church at Hillsong.

The duo then dated briefly three years ago, but "negative things happened that we still need to talk about and work through," Baldwin continued. " Fizzled would not be the right word - it was more like a very dramatic excommunication." In June 2018, they bumped into each other at a conference in Miami, and a month later they were engaged.
Read more: With A New Label And Supermodel Wife, Justin Bieber Really Does Want In On Fashion

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Everything We Know About Justin Bieber And Hailey Baldwin's Wedding

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After the fabulous fanfare of Priyanka Chopra and Nick Jonas's seemingly endless nuptials in India, and Sophie Turner and Joe Jonas's marriage in France, it's undeniable: the world can't resist a blockbuster celebrity wedding.

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Vogue: See Hailey Bieber’s Stunning Wedding Dress

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In this picture from another article by Vogue, Hailey’s identity is constructed through the lens of fashion. The veil, designed by the creative director of Off White which reads, “TILL DEATH DO US PART”, reflects her star image as a traditional wife as well as a fashion icon. Her identity represents timeless elegance in thus article, which is aspirational to her audience.

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See Hailey Bieber’s Stunning Wedding Dress, Designed by Virgil Abloh

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“I’m forever grateful I got to wear your beautiful creation,” she wrote on Instagram.

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In May 2024, Hailey announced on Instagram she was having a child, posting pictures from a maternity shoot. Hailey wore a lace Saint Laurent dress with sunglasses, deviating from a traditional maternal shoot. It was more similar to a modelling campaign, relating to her fashion roots. Her pregnancy highlights a new aspect of her star image as she begins to step into motherhood.

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Hailey Bieber Is Pregnant! See Her Glamorous Maternity Shoot.

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The photos were captured at her vow renewal ceremony with Justin in Hawaii

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Hailey featured on Alex Cooper’s ‘Call her daddy’ podcast, sharing her own narrative online about the personal aspects of her life such as marriage, controversies and motherhood. Bieber discusses the difficulties she’s faced, as well as the positives, representing her as relatable and honest. This particular episode of the podcast is the highest viewed of Alex’s series, gaining a total of 2.2 million views, reflecting Hailey’s relevance in celebrity gossip culture.

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Following Hailey and Justin’s marriage, Hailey received major backlash and faced controversy about allegedly being obsessed with Justin Bieber and his ex Selena Gomez. The example, a YouTube compilation titled, ‘Top 10 times Hailey Bieber was caught stalking Justin’, reflects the power fans have in twisting narratives and shaping Hailey’s identity. Jenkins (2006) concept of participatory culture is linked here, as this fan-created video caused Bieber’s image to be defined by the public’s perception of her, instead of Hailey’s own branding.

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Top 10 Times Hailey Bieber Was Caught STALKING Justin Bieber

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Article: ‘The End Of The Hailey Bieber Icon Era’

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The drama between Hailey Bieber and Selena Gomez had a negative knock-on effect with Hailey’s image. The ‘mean girl’ narrative was associated with Hailey after fans pulled up old tweets, as well as fan-made videos going viral, all tarnishing her carefully curated identity. As a result of this, in 2023 Bieber lost nearly 1 million followers across social media, demonstrating the influence of narratives pushed by the public.

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After years of fan-fuelled drama, the majority of the internet deciphered it was the fans causing a divide between Hailey and Selena, rather than the pair themselves. Larisha Paul for Rolling Stone wrote, ‘When fan armies become exactly that — armies — even the average media consumer gets swept into the draft, with a need to pick sides in conflicts that don't involve them’. This again, exemplifies the significant impact the public have on shaping a celebrity’s identity and how it is out of their control. Hailey’s fans were pushing narratives against Selena and Selena’s fans were doing the same to Hailey. This mostly came down to half of the public wanting Selena and Justin back together, and the other half supporting Justin and Hailey as a couple. It is a prime example of how the media can divide women rather than uplifting both parties.

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Conflict is crowded. They say every story has two sides, but that hinges on the assumption that any two people's dissension will remain insulated between them. We welcome outside voices into our disagreements all the time, seeking validation from whoever will side with our stance. But when those two sides are public figures with millions of followers and content-starved audiences watching along in anticipation of the next bombshell, those interpersonal battles become sporting events in the arena of social media. Hailey Bieber versus Selena Gomez is the current matchup on the field - and the public's inherent need to pick sides made it certain they wouldn't be out there alone.

"We're starting women's month, and we're supposed to be thinking about women's appreciation and great contributions of women and focusing on all these things that arguably are more impactful, collectively, for women," mediator and conflict resolution expert Damali Peterman tells Rolling Stone, detailing a specific manifestation of toxic femininity. "Instead, the focus is on drama - old drama with younger women - which is dominating the news cycle because there's not a lot to talk about."

Without the foundation of the past, the current overflow of Gomez versus Bieber drama crumbles. In 2011, Hailey Baldwin, now 26 years old, was a proud fan of her future husband Justin Bieber and his relationship with ex-girlfriend Gomez. But when rumors spread in 2015 that they were dating, a year before they actually went public, his on-again-off-again situationship with Gomez complicated the conversation we're still having nearly a decade later. Timelines of the relationships have been called into question, with fandoms seemingly unable to let go of the past - despite both Gomez and Hailey separately and publicly insisting there is no bad blood between them.

For years, fans have used old interview clips and social media screenshots to back their claims that Hailey is mimicking Gomez's fashion, her ideologies, and her behaviors, likening it to the plot of Obsession. On the flip side, Hailey's defenders have used, and continue to use, those same tactics to paint Gomez as the inevitably bitter "other woman" who can't seem to move on. In the midst of it all, both sides are pulling in source material from people like Kylie Jenner and Taylor Swift, looking toward the best friends to gather what might have gone down. Justin, meanwhile, has gone relatively unscathed, with the attention remaining securely focused on the women.

In a way, it was actually TikTok users who blew the whistle that divided everyone tuning in to the apparent feud between the two camps, whether intentionally or by way of the For You page. TikToker Nuha El-Quesny has racked up more than 26 million views across three videos on the app dissecting Eyebrow Gate, the apparent shading of Gomez by Hailey and Jenner in a series of Instagram story posts.

"U guys are making something out of nothing," Jenner commented on one video. Gomez even agreed in a reply. But that same day, the singer also commented on a video that described Hailey as a "mean girl" for apparently gagging at the mention of Swift's name in a clip from at least five years ago.

Often in response to rampant fan culture, Peterman explains, there's a sense of "wanting to not be silent because sometimes silence is seen as acceptance or admission." When Gomez announced a break from social media the following day, responding to the drama with "I'm 30 and am too old for this," the army of fans and spectators that built itself up to defend her didn't even need her in the battle anymore. The fight has, in many ways, taken on a life of its own outside of the restraints of normal fandom-based drama.

"There's a risk that the posters have when they're posting about someone else's conflict, especially conflicts that don't impact you in any way," Peterman explains. A few videos about eyebrows quickly expanded into fans and self-proclaimed celebrity reporters on TikTok tying the current incident back to years-old interview soundbites and comments from Hailey and Gomez - all with hundreds of comments, thousands of likes, and millions of views. "This is not always about who's right and wrong, but you're loyal to a fault," she says. "You want to show that you are on the right side of this argument."

Hailey's follower count on Instagram has been tanking for the past week. So far, she's lost nearly one million followers. In that same period, Gomez gained 10 million new followers, making her the most followed woman on the app, just ahead of Jenner, who also lost an estimated one million and even saw her old friends Jordyn Woods and Pia Mia pulled into the mix to make clear whose team they were on (spoiler: it wasn't Team Bieber).

If there was a permanently true and finite outcome to these types of faceoffs - a clear winner backed by data and scores - people would be willing to put their money on the table in a bet backing their projected champion. Since there isn't, these third-party instigators seek refuge and validation in bustling comment sections.

"It's not even the initial video that is the most problematic. It's all the comments," Peterman adds. "People then go to TikTok not to see the original but to see the comments. To see how funny the comments are, and how mean the comments are. The comments actually take on more of a focal point than the initial posts." And like most conflicts, the vitriol doesn't stay contained in one place.

"JB please control your wife before we call the animal control department," one person wrote beneath Justin's latest Instagram post, receiving almost 3,000 likes. On Hailey's latest, a photo carousel celebrating his 29th birthday, one user simply wrote: "Wizards of Waverly Place." It has nearly 7,000 likes. "That's why people engage in the back and forth, because there's going to be someone who agrees with your perspective," Peterman says. "And there's something about that mentality of 'I'm not wrong' or 'someone else agrees with me' that makes you want to go forward."

Cycling through potential explanations for why both fans and onlookers alike often find themselves so deeply invested in other people's problems, Peterman considers reasonings ranging from loyalty to another person and distraction from everyday life to having empathy, or even a savior complex, that ties defending others into someone's own self-importance. Through that, fan armies become exactly that - armies - and even the average media consumer gets swept into the draft.

With a pop culture audience deeply obsessed with public conflict, social media offers endless opportunities for the emergence of confirmation bias. Especially when the source material is being served on a silver platter to users who have already engaged with similar posts, it's easy to find and interpret any evidence as an argument for your side.

It's the same sense of assumed responsibility Britney Spears fans displayed when they recently called a wellness check to the singer's home after she deactivated her Instagram account. Last year, some TikTok users built followings around covering Tory Lanez's trial for shooting Megan Thee Stallion, often spreading misinformation in the process. The year before, the matchup was Olivia Rodrigo and Sabrina Carpenter, who barely responded to the drama surrounding their love triangle with Joshua Bassett - but their fans definitely did.

The problem with that, Peterman says, is "everyone has a different way that they respond to conflict, whether they're the initiator or the recipient." She notes that these external responses often mirror the way spectators imagine they would feel if they were in the situation, including the extent to which it would impact their mental health. "Sometimes people [will think], 'I wouldn't be depressed if people wrote negative things about me. That doesn't matter. That wouldn't affect me,'" she adds. "But it might affect someone else."

Hailey recently spoke about the PTSD and anxiety she experienced after being admitted to the hospital last year when a blood clot in her brain began causing stroke-like symptoms. Gomez, who launched the Rare Impact Fund to raise money for mental health services, speaks candidly and often about her struggle with lupus, a chronic inflammation-causing autoimmune disease. And three years ago, Bieber revealed he was diagnosed with Lyme disease and chronic mononucleosis.

"These conflicts have the ability to be crippling, even if they're just if they're not in their face, but rather at a distance to technology," Peterman adds. It's perfectly reasonable, when the stakes begin to feel too high, that they would step away from the online conversation and ask: Does this matter?

"The answer might be, if it affects your bottom line - meaning what people think about you is important because they're the people buying your music or your makeup - then you care," Peterman says. "But then the next question should be: Does it really, though?" Since the beginning of the Gomez versus Bieber drama cycle, Google Trends data has shown a 575 percent global increase in searches for the singer's Rare Beauty products. The brand's account has grown by more than 500,000 followers on both Instagram and TikTok.

Gomez's bottom line is fine. Hailey will survive the loss of a couple hundred thousand followers, even a million. Justin - like most men in the midst of a conflict between two women - will emerge relatively unscathed. There are no referees to call the match at the end of the day, so it goes on and on until word travels of another battle in a different arena.

"This is old news," Peterman says. "Let social media feed itself, and very soon, something else will happen."

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Selena Gomez vs. Hailey Bieber: Why Everyone Thinks They Need to Pick a Side

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When fan armies become exactly that - armies - even the average media consumer gets swept into the draft, with a need to pick sides in conflicts that don't involve them

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Both Hailey and Selena directly addressed the public via Instagram stories to help put an end to the drama, in attempt to prevent any harmful narratives being spread further.

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A shift in media coverage along with Hailey’s praise for remaining level-headed amidst the controversy allowed Hailey’s star image to be reshaped in a positive light.

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Hailey Bieber Explains Why It’s ‘Always Annoying’ to Be Pitted Against Other People

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The star got real about the constant comparisons in her WSJ Magazine profile.

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When fans started spreading narratives earlier this year once again, Hailey responded with this tik tok video captioned; ‘And im just in my room like this..’, reflecting her unbothered approach to the drama. Her composed attitude which contrasted with the chaotic drama and fan wars taking place was symbolic of Hailey’s effortlessly cool aesthetic, something she was again praised for. This relates to Crystal Abidin’s (2016) concept of ‘calibrated amateurism’, where celebrities share supposed unfiltered moments of their life, in order to appear both relatable and authentic.

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@haileybieber
and I’m just in my room like this..
♬ I'm Not a Girl, Not Yet a Woman - Britney Spears