Hailey Bieber’s Dazzling New Red-Carpet Look Goes Viral—See the Photos Everyone’s Talking About

Hailey Bieber is closing summer with an unmistakable one-two punch: the nationwide retail debut of her skin-first beauty line Rhode and a headline-grabbing return to high-fashion modeling just days before New York Fashion Week kicks off. Rhode lands on Sephora shelves On 5 September, Sephora stores across the U.S. began stocking the full Rhode lineup—Peptide Lip Treatment, Glazing Milk, Barrier Restore Cream, and the just-launched Pocket Blush—marking the brand’s first major brick-and-mortar expansion since its 2022 e-commerce debut. Bieber greeted fans at the chain’s Broadway flagship in a minimalist chocolate-brown micro-dress that echoed Rhode’s muted branding while showcasing her signature “glazed donut” skin finish. Early sell-through reports from Sephora’s beauty advisors indicate several shades of Pocket Blush sold out within hours in New York, Los Angeles, and Miami pilot locations. DKNY taps Bieber as the face of Fall 2025 Fashion media barely had time to dissect the Sephora launch before DKNY unveiled its Fall ’25 campaign starring Bieber in head-to-toe double denim and oversize wool toppers shot against the Brooklyn skyline. The imagery, released 3 September, repositions the 28-year-old model as a 1990s-inspired style muse and coincides with DKNY’s push to reclaim its heritage streetwear credentials. Industry insiders say the collaboration could foreshadow a surprise Bieber appearance at the label’s runway revival slated for 10 September. Setting the color agenda with teal Street-style photographers spotted Bieber on SoHo’s Lafayette Street in a teal leather trench, sheer corset top, and vintage-wash jeans, sparking an overnight spike in “teal coat” Google searches. Vogue credits the look with signaling teal as “the unexpected hero shade of fall” and forecasts copycat pieces from fast-fashion giants within weeks. Power-couple launch synergy The model’s September media blitz aligns neatly with husband Justin Bieber’s rollout of “Patterns,” his first studio album in three years. PR teams for both projects confirmed a coordinated schedule: Justin’s single drops 6 September, Rhode’s Sephora window displays flip 7 September, and the couple will share the MetLife Stadium stage on 8 September for a combined album-and-product launch moment broadcast on TikTok Live. Entertainment analysts predict the cross-promotion could drive Rhode’s monthly sales past the $20 million mark before Q4. Why this matters for beauty and fashion search traffic • Hailey Bieber’s Rhode x Sephora partnership positions the label among Gen Z’s most searched skincare brands alongside Glossier and Fenty Skin. • DKNY’s campaign revival leverages Bieber’s 52 million-plus Instagram following, catapulting legacy brands back into Gen Z feeds. • The teal coat moment is already dominating Pinterest boards, suggesting a viral color trend that retailers can monetize this fall. • Coordinated Bieber household launches blur the line between music, beauty, and fashion, offering marketers a playbook for cross-category buzz. With retail sellouts, social virality, and fashion-week intrigue converging in the same seven-day window, Hailey Bieber has effectively turned early September into “Bieber Season,” ensuring her name—and her brand—own search engine real estate from beauty junkies, fashion enthusiasts, and pop-culture watchers alike.