Hailey Bieber, acclaimed model and founder of the skincare brand Rhode, has been announced as the new ambassador for Italian swimwear label Calzedonia. This partnership marks a significant step in the promotion of Calzedonia’s latest swimwear collection, which draws inspiration from retro aesthetics infused with a modern twist.
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In a recent exclusive video featured by PEOPLE, Bieber showcases Calzedonia’s offerings by lounging poolside in a striking buttercream white sequined bikini. The ensemble consists of a triangle swimsuit top priced at £70 and matching Brazilian string bottoms available for £40. The footage captures the essence of summer glamour as she relaxes, dipping her toes into the pool, elegantly embodying the brand’s vision for the new line.
Calzedonia has selected Bieber for this campaign because of her established “California cool” style, which resonates with the brand’s commitment to delivering effortless yet chic swimwear. This aesthetic is complemented by silhouettes that hark back to classic swim fashions, perfectly suited to a new generation embracing nostalgia with a contemporary flair.
On social media, Bieber shared glimpses of her collaboration through an Instagram post where she posed on a sun-drenched pool deck in a yellow meringue bicolor bikini. The bikini, featuring a triangle top that retails for £65 and matching thong bottoms priced at £40, radiates a vibrant summer vibe. Her caption, “summer 💛 @calzedonia”, encapsulates the enthusiasm surrounding the partnership.
Calzedonia further confirmed the collaboration by sharing images from the swimwear campaign on their official account. Acknowledging Bieber’s global influence, they introduced her as “global icon @haileybieber,” effectively utilising her star power to elevate the brand’s profile in the competitive swimwear market.
In the lead-up to this campaign, Bieber discussed her beauty brand’s recent transition during an interview with TIME in early May. She shared her experience of selling Rhode to e.l.f. Beauty for a substantial $1 billion, a figure she meticulously aimed for throughout the negotiation process. “It has to be this number. I will not go for less. That was the line I drew in the sand,” she explained, showcasing her determination and strategic thinking.
Following the acquisition, Bieber transitioned into the role of chief creative officer and head of innovation for Rhode. She remains focused on ensuring that the products are accessible and inclusive for all consumers. In her conversation with TIME, she expressed her commitment to affordability, stating, “I always want people to have access to it,” particularly in light of the buzz that can sometimes make such brands appear exclusive.
Bieber’s approach stems from her deep passion for skincare, often labelling herself a “skincare fanatic and nerd.” This enthusiasm translates into Rhode’s philosophy, cultivating a brand that resonates with a wide audience while maintaining approachable aesthetics. She insists on staying receptive to customer feedback, believing that an effective brand must continually evolve based on consumer experiences and suggestions.
The collaboration between Hailey Bieber and Calzedonia not only signifies a bold partnership in the fashion industry but also highlights Bieber’s continuous efforts to blend her beauty and fashion ventures seamlessly. As she embarks on this new chapter, her influence is likely to leave an indelible mark on the swimwear sector, inviting a fresh interpretation of summer styles that celebrates both nostalgia and modernity.