Hailey Bieber by

👗1. Style & Fashion

201728716 — 2025-10-16 13:08:32 UTC

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.

👗Style & Fashion

201728716 — 2025-10-19 16:26:25 UTC

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.

👗Style & Fashion

201728716 — 2025-10-21 20:46:57 UTC

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.

👗Style & Fashion

201728716 — 2025-10-21 22:22:54 UTC

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.

👗Style & Fashion

201728716 — 2025-10-24 19:19:16 UTC

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.

👗Style & Fashion

201728716 — 2025-10-24 19:54:24 UTC

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.

👗Style & Fashion

201728716 — 2025-10-24 20:36:57 UTC

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.

💵2. Entrepreneurship

201728716 — 2025-10-24 21:21:32 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-24 22:05:00 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-24 22:14:45 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-24 22:32:36 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-25 19:40:21 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-25 20:20:16 UTC

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.

201728716 — 2025-10-25 20:24:12 UTC

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

201728716 — 2025-10-25 20:34:17 UTC

‘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.

💵Entrepreneurship

201728716 — 2025-10-25 20:59:05 UTC

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.

201728716 — 2025-10-25 22:14:30 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-25 23:17:43 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-26 15:03:36 UTC

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.

201728716 — 2025-10-26 15:22:01 UTC

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.

💵Entrepreneurship

201728716 — 2025-10-26 15:57:48 UTC

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.

📱Social Media

201728716 — 2025-10-27 20:01:20 UTC

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.

201728716 — 2025-10-27 20:10:56 UTC

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

📱Social Media

201728716 — 2025-10-27 21:05:52 UTC

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.

📱Social Media

201728716 — 2025-10-28 20:08:26 UTC

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.

201728716 — 2025-10-28 20:21:09 UTC

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.

201728716 — 2025-10-28 20:44:19 UTC

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.

📱Social Media

201728716 — 2025-10-28 22:06:13 UTC

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.

201728716 — 2025-10-28 22:17:33 UTC

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.

201728716 — 2025-10-28 22:41:59 UTC

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.

201728716 — 2025-10-28 22:46:06 UTC

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.

📱Social Media

201728716 — 2025-10-28 23:16:06 UTC

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.

201728716 — 2025-10-28 23:32:37 UTC

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.

201728716 — 2025-10-29 10:55:15 UTC

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.

201728716 — 2025-10-29 11:25:31 UTC

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.

201728716 — 2025-10-29 11:50:35 UTC

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.

💘Family & Relationships

201728716 — 2025-10-29 13:09:17 UTC

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.

201728716 — 2025-10-29 13:56:18 UTC

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.

201728716 — 2025-10-29 14:08:14 UTC

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.

💘 Family & Relationships

201728716 — 2025-10-29 19:11:31 UTC

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.

201728716 — 2025-10-29 22:08:19 UTC

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.

201728716 — 2025-10-29 22:16:49 UTC

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.

💘Family & Relationships

201728716 — 2025-10-29 22:58:07 UTC

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.

201728716 — 2025-10-30 09:02:32 UTC

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.

201728716 — 2025-10-30 09:12:33 UTC

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.

💘Family & Relationships

201728716 — 2025-10-30 11:38:11 UTC

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.

💘Family & Relationships

201728716 — 2025-10-30 12:39:12 UTC

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.

📣Media Narratives

201728716 — 2025-10-30 13:20:00 UTC

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.

201728716 — 2025-10-30 13:44:45 UTC

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.

201728716 — 2025-10-30 14:01:41 UTC

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.

201728716 — 2025-10-30 14:10:28 UTC

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.

201728716 — 2025-10-30 14:25:31 UTC

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.

📣Media Narratives

201728716 — 2025-10-30 14:47:52 UTC

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.