Something bold appears to be in the air for the Bieber household this week, as both Justin and Hailey Bieber made headlines with unexpected fashion moments that quickly set social media buzzing.
Fresh from Justin Bieber’s surprise appearance at the Grammy Awards, where the pop star stepped on stage wearing nothing more than satin boxer shorts and socks, his wife Hailey Bieber delivered her own attention-grabbing moment—this time on the snowy slopes.
Hailey Bieber, 29, shared a series of striking images on Instagram as part of a new campaign for her skincare brand, Rhode.
In the photos, the model and entrepreneur is seen skiing in the snow while wearing a fuzzy white ski jacket, gloves, socks, and boots—paired with underwear instead of traditional ski bottoms.
The bold look left her legs on full display as she posed confidently against the icy backdrop.
The campaign, shared on Thursday, was designed to promote Rhode’s latest products, including the brand’s caffeine reset mask and peptide lip boost.
Hailey captioned the post: “Masking through the snow! caffeine reset mask and peptide lip boost are yours 2/9 ❄️☕️ @rhode.”
Fans and celebrities alike were quick to react. Among the comments was one from fellow supermodel Gigi Hadid, who simply wrote, “So good,” echoing the widespread praise Hailey received for the daring yet playful shoot.
The timing of Hailey’s snowy campaign caught attention not only for its visuals, but also because it came just days after Justin Bieber’s headline-making Grammys performance.
The 31-year-old singer stunned audiences at the Crypto.com Arena in Los Angeles by walking on stage wearing only satin boxer shorts from his own fashion brand, SKYLRK, paired with socks.
According to Grammy Awards executive producer Ben Winston, Justin’s outfit choice came as a complete surprise to organizers.
Speaking on the Rolling Stone Music Now podcast, Winston revealed that Bieber hadn’t shared any detailed plans about what he intended to wear.
“I don’t think he decided what the outfit would be until he walked on stage,” Winston said. “He wasn’t really saying, ‘This is what I’m going to do.’ He just wanted to get on stage and sing.”
Winston also explained that Justin required very little rehearsal time for the performance. Despite being allocated 90 minutes, the singer reportedly wrapped up after just 15 minutes.
“We were seven minutes into rehearsal, and he asked, ‘How’d it look to you? You happy with it?’” Winston recalled. “It looked beautiful. I loved it. He said, ‘Okay, fantastic. See you Sunday!’”
Although Winston did ask Bieber to perform the song once more so the camera team could fine-tune their shots, the performance went on to be described as one of the most memorable moments of the night.
“It was all him,” Winston added. “It was a career-defining moment. So different from what we’ve seen from him over the years.”
The Grammy Awards ceremony itself wasn’t without drama. Music icon Cher made headlines after mistakenly announcing Luther Vandross as the winner of Record of the Year, despite the legendary singer passing away in 2005. She quickly corrected herself and revealed the actual winner: Kendrick Lamar, who took home the award for his collaboration with SZA, titled Luther.
Winston later confirmed that Cher had been fully briefed before going on stage and insisted she was in good spirits following the mix-up. “She had a great time,” he said. “You want a bit of anarchy.”
Together, Justin and Hailey Bieber’s recent appearances have once again proven their ability to dominate headlines—whether on music’s biggest stage or a snow-covered mountain—by doing things entirely their own way.