Hailey Bieber Fashion Campaigns: A Model's Dynamic Influence

Hailey Bieber's campaign portfolio is a more interesting working record than her runway record, and the difference between the two is the most useful lens for understanding how her career was built. She walked Fashion Week from 2014 to roughly 2018, then largely stopped. The campaigns kept going. The Tommy Hilfiger fragrance contract that started in 2014, the Guess Girl tenure from 2015, the long Bvlgari jewelry run from 2019, the Levi's relaunch in 2020, the Tiffany Lock collection in 2022, and the parallel Rhode skincare business she founded in 2022 and sold to E.l.f. Cosmetics for $1 billion in May 2024 are the working architecture. The campaigns kept paying. The campaigns built the company. The company is now the dominant story.

This piece walks through the campaign record specifically, and explains why the commercial track turned out to be the longer-running half of the career.

The early years and the Topshop NYFW debut

Hailey Rhode Baldwin was born November 22, 1996, in Tucson, Arizona, to actor Stephen Baldwin (the youngest of the Baldwin brothers, after Alec, Daniel, and William) and Kennya Deodato Baldwin (the Brazilian-American daughter of musician Eumir Deodato). She grew up between New York City and a rural Nyack property in upstate New York, was homeschooled, and trained seriously as a ballet dancer through her early teens before the modeling career began.

The first agency was Ford Models in 2014. The September 2014 Topshop Unique Spring 2015 show at New York Fashion Week was the runway debut at seventeen. The career picked up the standard new-faces development path: NYFW for the next two cycles, the Saint Laurent Pre-Fall 2015 lookbook, the Moschino Resort 2015 booking, and a Dolce & Gabbana Pre-Fall 2015 appearance.

The transfer to IMG Models in early 2016 consolidated the agency-development infrastructure. By that point the campaign work had started in parallel with the runway work, and it would turn out to be the more durable half.

The Tommy Hilfiger and Guess foundation (2014-2018)

The first major campaign was the Tommy Hilfiger fragrance campaign that ran from late 2014 onward, anchored by the Tommy Girl relaunch cycle and a multi-year ambassador agreement that extended into the Tommy x Gigi (Hadid) collaboration era. Tommy Hilfiger had been one of the more aggressive American brands at signing new-faces talent on long-running contracts since the late 1990s, and the Baldwin signing fit that template. The contract anchored the first phase of the working career and the relationship has continued in intermittent form through the broader Tommy Hilfiger campaign cycle since.

The Guess Girl signing in 2015 was the second foundational campaign. Paul Marciano had been running the Guess Girl franchise since the original Anna Nicole Smith Guess campaign of 1992. The Baldwin tenure as Guess Girl across 2015-2018 placed her in the historical lineage that includes Claudia Schiffer, Anna Nicole Smith, Naomi Campbell, Drew Barrymore, Carré Otis, and the broader Guess Girl framework that the Marciano-built American sportswear-glamour template has continued to coordinate. The Guess work was high-volume, high-visibility, and commercially substantial.

The smaller editorial campaign work ran alongside. The Saint Laurent Spring 2018 campaign under Anthony Vaccarello, the Moschino Resort and Pre-Fall campaigns, the Versace Eyewear Spring 2019 work, and the recurring French and Italian luxury-house campaign cycle ran in selective form. For the parallel modern-supermodel campaign career, our Bella Hadid Prada Beauty profile covers the comparable luxury-beauty-ambassador trajectory.

The September 2018 marriage and the shift

Hailey and Justin Bieber were legally married in a Manhattan courthouse on September 13, 2018, with the religious ceremony following in September 2019 in South Carolina. The marriage changed how the campaign work scaled. The combined Bieber name carried a different commercial weight than the Baldwin name alone, and the brands that signed her after 2019 were paying for that combination, often explicitly.

Drew Barrymore's The Drew Barrymore Show circuit, the Saint Laurent Beauty rumors that did not materialize into a formal contract, the brief 2019 Levi's appearances, and the recurring post-marriage campaign cycle all sat inside the post-2018 commercial register, which was structurally different from the 2014 to 2018 phase.

The Bvlgari jewelry run (2019-present)

The Bvlgari signing in 2019 is the longest-running luxury campaign of the career. The B.Zero1 campaign in 2019, the Serpenti campaign cycle from 2020 onward, the recurring Bvlgari jewelry-and-watch advertising work Bvlgari has continued to coordinate across the past six years, and the parallel celebrity-jewelry partnership programme the LVMH-owned Bvlgari has continued to run since the 2011 acquisition together built the long Bvlgari relationship the campaign portfolio has continued to draw on.

Bvlgari's modern campaign casting has run a careful mix of high-end actresses (Anne Hathaway, Priyanka Chopra Jonas, Zendaya more recently) and luxury supermodels (Lily Aldridge, Bella Hadid in earlier years). The Bieber tenure has placed her in the actress-adjacent register that the brand has continued to coordinate, with the campaign output sitting closer to celebrity-jewelry advertising than to traditional supermodel campaign work.

The 2020 Levi's relaunch and the Americana register

The 2020 Levi's brand-ambassador signing brought a different register into the portfolio. Levi's had been running a recurring American-supermodel partnership template for decades (Cindy Crawford, Christy Turlington, the broader 1990s Levi's campaign framework), and the Bieber signing extended the lineage with a deliberately contemporary tilt.

The 2020-2024 Levi's campaign cycle ran across denim, the 501 Original campaign, and the broader Levi's heritage-and-modern positioning. The campaign output sat in the Americana-sportswear register that Tommy Hilfiger and Guess had previously anchored. The Levi's work has continued through 2025 in intermittent campaign form.

The 2022 Tiffany Lock collection

The Tiffany & Co. Lock collection campaign in 2022 was the second major jewelry contract. Tiffany, recently acquired by LVMH in 2021 and operating under the Alexandre Arnault-led repositioning, signed Bieber alongside Beyoncé, Jay-Z, Florence Pugh, and the broader 2022 cohort. The Lock collection launch was the brand's largest single product launch of the early Arnault era, and the Bieber signing positioned her inside the LVMH luxury-jewelry framework alongside the Bvlgari contract.

The Tiffany work was campaign-specific rather than long-term ambassador work, but the placement reinforced the luxury-jewelry register that the Bvlgari contract had been building. By 2022, the Bieber commercial portfolio was anchored in jewelry, fragrance, and denim, with the runway work largely retired.

The Rhode skincare business and the May 2024 E.l.f. acquisition

The May 2024 acquisition of Rhode skincare by E.l.f. Beauty for $1 billion (with potential additional earn-outs taking the deal to $1.2 billion) was the defining commercial event of the career. Rhode, which Bieber had launched in June 2022 with co-founders Michael Pardin and Lauren Rothberg around a small line of peptide lip treatments, glazing milk, and barrier-restore moisturizers, had grown into a roughly $200 million annual revenue business within twenty-four months. The E.l.f. acquisition placed it inside the broader E.l.f. Beauty portfolio (E.l.f. Cosmetics, E.l.f. Skin, Naturium, Well People) and was one of the largest celebrity-founded beauty acquisitions of the decade.

The Rhode deal recontextualized the entire campaign portfolio. The Tommy Hilfiger, Guess, Bvlgari, Levi's, and Tiffany contracts had built the visibility and commercial credibility infrastructure that Rhode had then leveraged into a beauty business. The acquisition closed the loop. Bieber is now a beauty-business founder with the cosmetics company as the dominant economic asset, and the campaign work continues alongside as both content and brand-building for the parallel commercial track.

For the comparable contemporary working-supermodel-and-beauty-business story, our Rosie Huntington-Whiteley Victoria's Secret legacy profile covers the comparable model-founded beauty-and-fashion business career.

The Jack Blues year and the post-acquisition phase

Jack Blues Bieber, the couple's first child, was born August 22, 2024, three months after the Rhode acquisition closed. The 2024-2025 campaign cycle ran lighter as a result, with the Bvlgari work continuing, the Levi's relationship rolling forward, and the broader fashion-campaign portfolio reduced to a maintenance level while the Rhode operational role and the maternity period absorbed most of the working bandwidth.

The 2025 cycle has been the post-acquisition recalibration. Rhode-as-E.l.f.-Beauty-subsidiary continues to operate with Bieber in the chief creative officer role. The campaign portfolio has selectively continued. The runway work has not returned and likely will not. The career has settled into a working pattern where the commercial assets (Rhode, the long luxury jewelry contracts, the Americana sportswear contracts) carry most of the weight.

What the campaign career teaches the industry

The Bieber campaign portfolio is an unusual case study because the working architecture is more visible than usual. The runway career stopped relatively early. The campaigns kept going. The campaign visibility built a beauty company. The beauty company produced a $1 billion exit that made the campaign work itself feel like a long marketing build for the eventual brand business.

For modern models trying to understand what the commercial career path looks like, the Bieber trajectory offers three structural lessons.

First, fragrance and jewelry contracts have outlasted fashion-house campaign deals across the past decade. Bvlgari, Tiffany, and Tommy Hilfiger fragrance have all run multi-year contracts. Versace, Moschino, and the broader fashion-house campaign cycle have run shorter, season-bound deals. The contemporary commercial career sits more reliably on the longer-tenure category contracts than on the seasonal fashion-house work.

Second, the campaign work is now an instrument for parallel business building rather than an endpoint. Rosie Huntington-Whiteley built the Rose Inc. beauty business inside the Marks & Spencer collaboration ecosystem. Miranda Kerr built KORA Organics inside the Victoria's Secret-and-broader-campaign framework. Bieber built Rhode inside the Tommy-Guess-Bvlgari-Levi's-Tiffany framework. The model-founded beauty-business pattern is now the dominant commercial trajectory for top-tier modern supermodels.

Third, the family-fame overlay (the Stephen and Alec Baldwin connection, the post-2018 marriage) is commercially significant but not the determining factor. The Rhode business succeeded on the actual product formulation, the careful brand register, and the operational discipline. The Bieber name opened the early doors. The work that came through those doors closed the sale.

For the wider modern-supermodel-and-business picture, our modeling industry business guide covers the practical contract-and-rights side, and our Kendall Jenner brand partnerships profile covers the parallel American commercial career.

A few quick answers

Bieber started her modeling career with Ford Models in 2014, with the September 2014 Topshop Unique Spring 2015 show at New York Fashion Week as her runway debut at seventeen. The agency transfer to IMG Models in 2016 consolidated the development infrastructure. Her notable brand collaborations include the long Tommy Hilfiger fragrance contract from 2014, the 2015-2018 Guess Girl tenure, the Bvlgari jewelry partnership from 2019 (B.Zero1, Serpenti), the Levi's brand-ambassador relationship from 2020, the Tiffany & Co. Lock collection in 2022, and the bareMinerals work in the 2018-2020 period, plus her own Rhode skincare business launched in 2022 and acquired by E.l.f. Beauty for $1 billion in May 2024. Her influence in the fashion industry sits primarily on the commercial campaign track rather than the runway track, with the Rhode acquisition having recontextualized the campaign portfolio as the working infrastructure for a substantial beauty business.

The shorter version is that the campaign career was always quietly the more important half of the working record, and the May 2024 Rhode-and-E.l.f. deal made that visible to everyone. For the entry tier of the same industry, our how to become a model industry insider guide covers the career-foundation work.