The Star Image of Hailey Bieber by

1. Early model stage (2014-2016): the 'It-girl'

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2. Public figure (2017-2020): Identity from self-style

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3. Brand founder (2021-now): the entrepreneur

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Instagram post to show vulnerability (2019)

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By Posting her own thoughts on social media to build Hailey's own special character image. And at the same time showing her vulnerability to reveal one's imperfections and reflect authenticity. By showing the 'true self', Hailey shorten the distances with her fans which is a good way to strengthen the fans base. Therefore, she received many supportive comments from her fans.

Visual image of model (2015)

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This is a clear early moment in her star image development as a model. Hailey is styled as enthereal and other-wordly, embodying the 'goddness' aesthetic of fashion modeling. Yet this visual luxury locates her ar a distance from the everyday, reinforcing a commodified beauty image.

Media report on Hailey's love affairs (2016)

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This report focused on Hailey's gossips between two male celebrities, framing her as a romantic accessory reinforces her early star-image as an 'It-Girl' rather than an autonomous figure.

Fan audiences discuss her love gossips through irony and critique (2024)

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Forum users shared a 'throwback' to one of Hailey Baldwin's early uploads, with many comments accusing her of 'steaking Justin'. Even now, the rumors still bothering her. This post implies that her public identity is secondary and dependent. In her public image, the label of an 'It-Girl' tied to derivative gossips fame became cemented.

Interview about her family background (2016)

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In the Grazia interview, Hailey Bieber acknowledges that her family's fame has significantly facilitated her entry into fashion and entertainment industries. Medai framing of her as part of the 'Baldwin dynasty' positions her within legacy of privilege.

Magazine reports her famous family (2024)

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In the interview with Hello! magazine, Hailey biber discussed her evolving relationship with her famous family as she prepared for motherhood. While she emphasizes independence and creating her own family, the constant framig of her 'famous family' underscores how media narratives continue to tie her public persona to legacy rather than personal achievement.

Fashion Magazin cover (2015)

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Having been positioned as a 'consumable beauty model' through the fashion industry, it indicates that her initial star image was mainly focused on visual and commercial aspects.

Article about her style change

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Some picture taken in 2014 showed her imgae as a street style or a newcomer in fashinon. Unlike thoses visual images from magazines, the distance with audience is shorthen by the them. Also, since they are candid photos, express the authenticity of her image to some extent.

Interview with Teen Vogue (2019)

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Haiely acknowledges that while Instagram allows her to share aspects of her life, the platform can also expose her to negativity and criticism. She started to realize the importance of managing social media image.

Report on her love relationship with Justin Bieber (2014)

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The article provides an in-depth look at the evolving relationship between Justin Bieber and Hailey Baldwin, offering insights into how their friendship transitioned into a romantic partnership.

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Some pictures with her famous family

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Early stage visual image as a model with distance

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Some images of early model Hailey

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Hailey Bieber, walks the runway during the Evening Sherri Hill spring 2013 fashion show during Mercedes-Benz Fashion Week at Trump Tower Grand Corridor on Sept. 7, 2012 in New York City.

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Hailey Bieber allured in a cutout gown to the MTV EMA’s on Oct. 25, 2015, in Milan.

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Hailey Bieber, 2015

Hailey Bieber in a baby blue embroidered mini dress at the Met Gala on May 4, 2015, in New York City.

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Hailey Bieber wears a mock neck sequined mini dress at the iHeartRadio MuchMusic Video Awards on June 19, 2016, in Toronto.

Early stage in self-presentation on social media

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Hailey and her relatable street style (2016)

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Hailey Baldwin (now Bieber) offers insight into her approach to fashion, emphasizing authenticity and relatability. Hailey's emphasis on relatability and personal style contributes to her "It-Girl" persona, also, reflects a blend of individuality and accessiblility.

Relation-driven fame

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Stephen Baldwin's daughter

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Justin Bieber's friend or girlfriend

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Introduction of Hailey's famous family

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This long report is about Hailey's famous family and strongly emphasises Hailey’s inherited celebrity capital—her father’s acting background and her mother’s design/music-industry lineage. Hailey’s visibility is anchored less in her independent achievements (at least in the early years) than in her familial connections.

Resources obtained from the family

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Thanks to her famous family, Hailey had chance to get to know many celebrities from little. For instance, at the age of 12, Hailey met pop star Justin Bieber through her father's connections, a moment that later became a part of her public narrative.

Reflect on her relationship with Justin

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Her proximity to Justin Bieber propelled her into the spotlight, even before establishing her own professional identity.

Kendall and Gigi's BFF

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Hailey's interaction with Kendall (2016)

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Hailey Baldwin (now Bieber) participated in a lighthearted prank on her close friend Kendall Jenner during an E! News interview. Hailey's visibility and opportunities were significantly influenced by her associations with prominent figures like Kendall Jenner. Their friendship and shared media appearances contributed to Hailey's rise in the public eye.

Hailey talks about her relationship with Gigi and Kendall (2016)

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In the interview, 19-year-old Hailey said, "I don't consider myself a supermodel. Our career stages are different." She emphasized that although she shares many similarities with Gigi and Kendall, such as being a model and having a large number of social media followers, she believes she has not yet reached their professional level.

Hailey and her celebrity friends

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Interview with Hello! Hailey talks about her imperfect (2017)

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In a 2017 interview, she voiced that despite her public “model identity”, she still felt “shy” and “timid and goofy”.

Hailey's insta post in street style (2016)

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Hailey posted a picture of herself in cozy T-shirt and messy hair. It aligns with mid-2010s influencer culture where “messy” or “unfiltered” looks were a trend of performed naturalness.

Hailey posts her new hair cut on her social media (2015)

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The post show early visual self-presentation strategies through hair-style change. It shows that Hailey is not as glamorous or untouchable, but as effortlessly cool, socially connected, and camera-ready even in ordinary moments.

Visual/Public Image (more independent)

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Social Media Self-Presentation

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Interview about her future career plan (2017)

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This interview presents Hailey Baldwin as a young model negotiating visibility, ambition, and inherited fame.

Hailey shows her pressure to Glamour (2019)

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In her interview, Hailey Bieber revealed that public attention often made her feel anxious, admitting she had cried alone in hotel rooms. This moment marked a shift in her star image — from the polished “It-girl” model of her early years to a more open and emotionally honest public figure. By showing vulnerability and discussing her mental health, Authenticity has become the part of her celebrity identity.

Interview about her self-expression in modeling (2018)

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In her interview, Hailey Baldwin reflected on how models were no longer just faces of fashion but voices of a new generation. She moved from a passive “It-girl” to a more purpose-driven public figure presenting herself as thoughtful, professional.

“London Evening Standard” (2017)

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Hailey Baldwin rejected the label of an “Insta model,” insisting that she works hard and deserves recognition beyond her online presence. She positioned herself as a serious professional, reflecting her effort to redefine her self image-distancing herself from the “relation-driven It-girl” stereotype and presenting herself as an independent, career-focused woman.

Hailey works as a 'style creator' (2018)

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The report indicates that Hailey not only serves as a model face but also acts as a Style Creator behind the scenes, representing her to gain greater creative control in brand collaborations. Hailey's cooperative brands have become more diverse, not only top fashion brands but also sports brands close to the general public.

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In this stage, Hailey became increasingly focused on presenting a more authentic version of herself, gradually developing a distinctive personal style- 'minimal chic, the clean girl aesthetic'. At the same time, this process laid the foundation for the establishment of her own brand in the following years.

Some posts on Hailey's Instagram (2017-2020)

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Through travel photos, and daily lives, she presents a "genuine yet design-savvy" lifestyle, allowing her fans to both feel her approachability and identify with her style and taste. Hailey occasionally shows the vulnerable moments in her life, such as working out, no make up pictures, emphasize emotional authenticity and self-acceptance.

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Advocacy and addressing online negativity (2019)

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Hailey used her platform to speak out against online bullying and the spread of false narratives, particularly those involving women. She emphasized the importance of kindness and mutual support, urging her followers to challenge toxic behaviors and promote positivity online.

Entrepreneurial Identity

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Public Persona

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Mature, authentic, and relatable

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Hailey's ideal lifestyle and aspirational persona consistent with the brand's tone. She adopts a natural, close and refined mixed style on social media, which makes her fans identify with her. She publicly disclosed her imperfect state, responded to fans' expectations, and at the same time maintained her brand's visual identity and style.

Hailey cooperate with BareMinerals (2020)

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A more distinct style image of Hailey has attracted cross-border collaborations from various brands. The purpose of this BareMinerals campaign is to encourage women to be their best selfs and to work to their highest potential in the entrepreneurial world. Hailey Bieber has and continues to do just that, making her an amazing fit for this campaign.

Hailey establishes a brand independently (2020)

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In June 2022, Hailey Bieber officially launched her skincare brand Rhode, which quickly gained attention for its minimalist packaging and efficient skincare philosophy.

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The brand name "Rhode" is derived from Hailey's middle name, symbolizing her personal involvement and the uniqueness of the brand. At this stage, she transitioned from a social media celebrity/model to an industry participant. Rather than a celebrity spokesperson, her image is more like a shrewd entrepreneur.

Hailey's brand receives success (2025)

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In 2025,Rhode was launched on Sephora. Its sales exceeded 10 million US dollars in the first two days, making it one of the largest new product launches in Sephora's history. To some extent, Hailey successfully transformed from a social media celebrity to an important figure in the business field.

Hailey works as the brand manager (2025)

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Hailey will continue to serve as the Chief Creative Officer and Head of Innovation at Rhode, leading product development and brand strategy. At this stage, her identity as an entrepreneur has transcended her other identities, such as being an influencer or model.

Hailey posts about her brand (2025)

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Hailey actively showcases the usage effect of the product and the core value of the brand on social media. By actively showcasing Rhode's products and brand philosophy has strengthened the brand's image and market recognition. Also, this action could strengthen her image as an entrepreneur.

Hailey's diet and healthy attitude (2021)

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Hailey said that she had "completely given up meat (except fish)" for several months and turned to more vegetables/plant-based foods, thereby achieving "unprecedented clarity and vitality". She shared this lifestyle choice with 36 million followers on Instagram. She builds the image of a "healthy lifestyle mentor" through dietary changes, not merely a model in "beautiful clothes".

Hailey's share her lifestyle (2020)

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This behind-the-scenes life has been made public, enhancing her sense of authenticity as a lifestyle idol, while also being imitated by her fans on social media.

Hailey's talks about her vulnerability (2022)

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Hailey talked about her relationship with social media and her tendency to please others, as well as how therapy has become a game-changer for her in recent years. She not only showcases her external lifestyle but also openly discloses her inner emotions and growth, enhancing the complexity and authenticity of her public image.

Hailey shares her daily lives (2025)

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This attitude towards release reinforces her positioning as an imitable yet still refined lifestyle: Fans not only look at what she wears but also where they want to wait.

The dressing style change (2024)

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Seeing from Hayley's outfits in recent years, her looks have retained a sense of fashion while becoming more formal, and her image as an entrepreneur has become more distinct.

Visual Images

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Hailey attire leans towards a professional style (such as suits, simple and high-end) rather than a model's catwalk look, emphasizing her status as "not just a face but a decision-maker"

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4. Digital reputation fragility: can collapse easily

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Negative news of Hailey

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Easily to make fans from positive to negative

Ngative of her brand influence her own personal image (2025)

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The beauty guru Jeffree Star harshly criticised her brand Rhode’s $24 lip-liner as “cheap” and “raggedy” in a TikTok review.

Hailey's products are embroiled in controversy.

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She faced accusations of cultural appropriation after posting a “brownie glazed lips” makeup video, with critics saying she was popularising a trend long used by women of colour.

Negative feedbacks of her brand

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Persistent love relationship gossips

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There is a public feud narrative between Hailey and Selena Gomez’s fan-base, including chants of insults at Hailey during a Justin Bieber concert, and criticism of how the feud is handled socially.

Controversy about the brand name

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Trademark lawsuit: Her skincare brand Rhode was sued by an existing fashion label for trademark infringement, with allegations that Hailey’s use of “Rhode” caused market confusion.

Much product complaints

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The brand received negative reviews about quality and customer service, which threaten its credibility and thus Hailey’s entrepreneurial star image.

As a 'Mean girl'

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According to a TikTok user, after Hailey posed for a photo with them, she walked away and the group “mocked them… it was like they wanted me to hear it”. The user described Hailey as “a bit of a mean person” and claimed to have rated her encounter 2/10.

Accusations of plagiarism

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Hailey was accused of posting a long quote from an author’s book without crediting them.

Accusations of copying

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These incidents feed into the “fake” dimension: the idea that she presents originality or authenticity but is accused of duplicating others’ work.