By Carby Rose Basina

Hailey Bieber has joined FILA for its new global campaign giving the model and entrepreneur a canvas to “express her unique sense of style, while utilizing some of the brand’s iconic designs.”

The campaign was photographed by Renell Medrano and styled by Hailey herself, together with Dani Michelle. 

Hailey flaunted a variety of classic FILA pieces from the past, such as a crewneck sweatshirt, sweater vest, oversized utility pants, and a puffer jacket, accessorizing with bucket hats and FILA footwear.

“My style is ever-evolving and FILA’s designs are timeless and the perfect complement to my everyday wardrobe,” Hailey said in a press release.

“I’m grateful for the opportunity to work closely with the brand to pull these iconic pieces and present them in a way that feels like a true reflection of my personal style.”

FILA global chairman Gene Yoon added, “Hailey has an enviable and often imitated street style, and she has quickly emerged as a fashion icon for this generation…As a brand, we have always celebrated individuality and a willingness to take chances in design. Hailey is fearless with her fashion choices, with a versatility, authenticity and originality in the expression of her style. FILA has organically become part of Hailey’s closet and it was a natural fit to work together on this new campaign.” 

The campaign is now live and displayed globally in digital elements, including outdoor and subway signage, digital banners, and across FILA social channels.

Earlier, Bieber also joined the star-studded “Undefinable” global campaign of Victoria’s Secret.

Names like Adut Akech, Bella Hadid, Eileen Gu, Paloma Elsesser, and Valentina Sampaio were featured in the initiative that aims to underline the brand’s dedication to valuing and promoting the perspectives and voices of women.

“The Undefinable concept was created as an avenue to really cement our brand positioning and our commitment to our revolution and transformation. This particular campaign goes beyond one season – and is about our ongoing commitment to celebrating all women and every unique layer that makes them who they are. We are not here to dictate how to define beauty for anyone but instead we are here to celebrate how they define beauty on their own terms. We're proud to share Undefinable with women all over the world and invite them to share their own powerful stories,” EVP, Head Creative Director at Victoria's Secret Raúl Martinez.