Deep Dive

Every generation has their style icons, and model-turned-beauty entrepreneur Hailey Bieber has Gen Z swooning for her effortlessly cool signature uniform of casual tops and slouchy jeans. From wearing cargo pants to wide-leg jeans pulled straight from ’90s streetwear archives, Bieber’s influence on fashion has spurred numerous denim trend articles online, nudging her fans to break out of the skinny jean cycle and try new proportions. Consumers and brands are taking note. Balenciaga, Brandy Melville, EB Denim, Eytys, Levi’s, Vetements and Vivienne Westwood are among labels to receive Bieber’s golden touch. 

A longtime ambassador for Levi’s, Bieber was one of five “visionaries” selected to star in the brand’s 2022 campaign “Levi’s 501: The Number That Changed Everything.” The campaign, which highlights the jean style’s enduring appeal ahead of its 150thanniversary next year, includes conversations that touch on moments that forever changed each personality’s own trajectory as well as a series of images. In the campaign video, Bieber recalls how she would go through her father’s closet “stealing” oversize denim jackets and 501s to have tailored to fit her.