Fashion’s current hobby? Booking Hailey Bieber. She’s at the Met Gala dipped in gold and wrapped in Saint Laurent, fresh off her aggressively viral Tangerine Temptation campaign for the house, she’s fronting Alaïa during the final stretch of Pieter Mulier’s era before heading to Versace, she’s landing a fresh ambassador title with Mango, all while Rhode still keeps finding new ways to convince people they need a glazed lip (I too would like to look immune to stress and permanently moisturized).
Opening Instagram lately means there’s at least a 78% chance Bieber will appear staring back at you in muted beige lighting, which brings us to her latest campaign streak. For Mulier’s Summer/Fall ’26 Archetypes campaign, the model posed in front of Tyrone Lebon’s lens at Graces Mews Gallery as the Alaïa woman “with effortless magnetism, sensuality, and empowered beauty”. The story continues through sculptural volumes, suede interrupted by skin, and glass reflecting Mulier’s controlled minimalism, everything as clean as Bieber’s own image.
The photos are always on their way, and whatever luxury brand is behind them rarely does much in terms of shock value anymore. The surprise usually sits in an accessible space, or fast-fashion territory. Mango launched a teaser for their new secret brand ambassador, who remained secret for a total of 5 seconds, before a small ankle tattoo gave the whole thing away. Craft Your Own Story had the model against the Californian skyline photographed by Anthony Seklaoui, wearing those tiny gingham boxers that sold out faster than the comments loaded, vivid shirts, classic windbreakers, ruffled shorts, mini dresses, floral tops, leather sandals (possibly the collection’s best piece), and those very specific bags, either too glossy, or heavily textured, with no in-between.
