Bieberchella is over, and now the scale of the phenomenon is finally becoming apparent. After Justin Bieber’s performance at Coachella, the internet was flooded with videos of his long-awaited return to the big stage. During the first weekend, Justin performed his early hits that millennials grew up on, showed off some funny YouTube videos, and during the second weekend, he invited Billie Eilish, his longtime fan, on stage and sang One Less Lonely Girl for her. His wife, Hailey Bieber, watched with a beaming smile. But the main takeaway from everything that happened at Coachella 2026 is that the Biebers turned their publicity into a business in the best possible way.
Justin and Hailey Bieber at the Grammy Awards, 2026
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The star couple runs two parts of their own business empire, and it was especially evident at Coachella. Justin Bieber took to one of the world's biggest music stages wearing his Skylrk brand for both weekends. There, he sold $15 million worth of merchandise and triumphantly broke the festival's previous two-weekend record of just $1.7 million.
Skylrk also created a Skylrk Oasis space on the festival grounds. There, visitors could relax, cool off, and shop for the brand’s merchandise. This helped boost merch sales and brought in $2.3 million in MIV (Media Impact Value) over the first weekend — an indicator that estimates how much money attention to a brand is “worth” in the media and social media. Simply put, this is not real revenue, but the equivalent of media value. The fact that Hailey Bieber and Kylie Jenner wore this merch on Instagram before the festival also definitely played into the brand’s favor.
Rhode, Hailey Bieber's brand that was sold to Elf Beauty for $1 billion last year, created the Rhode World space. It brought together influencers and fans of the brand. Rhode generated $10 million in MIV in its first weekend.
Photo: Courtesy of Rhode
“The Biebers are a truly unique couple in the attention economy,” says Parisa Parmar, senior creative strategist at Attachment. “Justin has something that's almost impossible for other artists to replicate: an audience that's been with him his whole life. He's grown up with his fans since his early teens, and that creates a rare sense of emotional closeness. For many, he's not just a celebrity, he's a kind of distant acquaintance.”
When Justin Bieber and Hailey Bieber appear together, their commercial impact only increases. In February, Skylrk announced Hailey Bieber as the first face of its advertising campaign and introduced a capsule collection that the couple created together. According to Launchmetrics, the campaign generated $520,000 in media value (MIV) in one week. In the run-up to Coachella, the Biebers released another collaborative product, Rhode’s acne patches called Spotwear. Made in a bright palette with Rhode’s new wavy logo and mushroom and bean shapes, the patches echoed the aesthetic of Skylrk, Justin Bieber’s brand. This gave Rhode and Skylrk a clear visual connection ahead of the Biebers’ most public weekend since their wedding in 2018.
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When Rhode Spotwear was first announced on April 5, the buzz surrounding the launch generated $7.3 million in MIV in a single week, according to Launchmetrics, which measures social media engagement in monetary terms. The most successful post during that period was a selfie carousel featuring Justin Bieber and Hailey Bieber, which generated $1.6 million in MIV.
Skylrk and Rhode are increasingly associated with the Biebers as a couple. This is evident in the common colors, shapes and common visual language. Rhode and Skylrk are so successful because they work on the same strategy: they create products that attract attention and go viral, and also test their ideas through real-life audience behavior. “First of all, the product itself does the main work. Both brands are designed to stand out in an oversaturated feed. Three-dimensional shapes, textured surfaces, playful names. It’s a thoughtful aesthetic that encourages Gen Z and millennials to interact,” says Parmar.
Hailey Bieber became the first face of Skylrk's campaign in February 2026. Photo: Courtesy of Skylrk
While Coachella marked the first time the couple has so openly used their relationship as a marketing tool, Justin and Hailey Bieber have long understood the commercial power of their marriage. Justin has appeared at Rhode Island events, and Hailey has often attended his shows. But until recently, they were well aware of the differences between their fan bases and what each of them was good at.
Justin is a millennial darling. And while his new music is a bit different from the music he made as a teenager, his persona is still associated with nostalgia for 2010s America. Hailey, as a zillionaire, adds to Justin’s relevance to Gen Z. Her work fits naturally into TikTok, Instagram, the podcast media ecosystem, and the cultural discourse of younger audiences. This creates a broad and robust market segment for them.
How the Biebers work with controversy
Things haven't always been easy for the Biebers. Justin Bieber, as the press has repeatedly reported, has had his share of ups and downs in public opinion. He had to grow up under the pressure of superstardom, first in his teens and then in his early twenties. Like many other stars, he was constantly confronted with paparazzi, provocations, and excessive attention.
In 2022, Bieber canceled his Purpose Tour, citing personal reasons. His YouTube Originals documentary series Justin Bieber: Seasons later revealed that he was dealing with addiction and mental health issues. Hailey Bieber also became a polarizing figure after their wedding. Some of Bieber's fans opposed their union after his previous relationship with Selena Gomez.
The Biebers are known for their contrasting styles. One of the most striking examples is the viral image from Rhode's press tour (right), which later inspired numerous Halloween costumes for the couple.
Last year, Justin Bieber found himself at the center of a scandal again when his altercation with paparazzi on the beach went viral. That's when the meme “it's not clocking to you” appeared. The Biebers skillfully turned the situation to their advantage: Justin used this fragment on the album Swag, and Hailey joked about it after the release. Later, the phrase was transferred to Coachella merch, and during his performance, Justin even turned on the video and moved his lips in sync with the audio – the audience reacted with laughter.
This approach—turning conflicts into inside jokes with fans—only enhances their impact. This is also noticeable in the style built on contrast. During a New York appearance as part of the Rhode promotion, Hailey Bieber appeared in a red minidress and stilettos, while Justin wore sweatpants and Crocs. The look went viral and became a popular Halloween costume that October.
“It's a really good visual joke that people like and works well on social media,” says GQ editor Eileen Carter.
How the Biebers' influence is expanding
Outside of their own brands, Justin Bieber and Hailey Bieber also have a significant commercial impact on whatever brand they are currently associated with. This was especially evident on the Coachella stage. During the first weekend, Justin Bieber performed in designer Lu'u Dan denim shorts, paired with Loewe Bobby boots and a Skylrk hoodie. This earned Loewe $234,000 in MIV and gave Lu'u Dan a new level of visibility.
“Seeing Justin choose Lu'u Dan for this performance was huge for us,” says the brand’s founder, Hung La. “The impact was immediate.” The Black Coated Puffa Shorts sold out in 24 hours, and the brand’s website traffic was up 1,200% from the previous week. According to La, Instagram views were also up about 300%. “It was one of the biggest spikes in the brand’s history. It’s only comparable to when Billie Eilish wore our LD Windbreaker to the Met Gala afterparty,” La adds.
During the second weekend of Coachella, Justin Bieber wore Skylrk denim shorts, a Greg Ross hoodie from Los Angeles, and Loewe boots.
Hailey Bieber also made headlines for her Coachella looks, mixing luxury brands — including Ann Demeulemeester and vintage Dior — with affordable basics from Los Angeles Apparel and up-and-coming label CSB. CSB was the one she wore during the first weekend of the festival, when she hit the road with Kendall Jenner.
“We saw an immediate impact when Hailey appeared in the Form Leisure Tank,” says CSB founder Rachel Dillon. Product page views increased by 277%, and sales increased by 89%. Hailey’s Instagram post generated over 1.2 million views.
Hailey, who started out as a model, is now selective about which campaigns she takes on, which is why her work has a stronger impact. The campaigns for DKNY and Saint Laurent have been a huge hit: DKNY’s spring campaign generated $1.8 million in MIV in its first week, with its most successful post generating $773,000. The Saint Laurent campaign generated $1.3 million in its first week.
The Biebers demonstrate how the role of celebrities in fashion has changed: their influence is no longer limited to contracts, but directly affects the results of brands. They can be founders, muses, ambassadors and red carpet heroes at the same time – which is why brands from Dior to DKNY and Saint Laurent build separate communication campaigns around them.
The Biebers have not previously created joint business projects, but they regularly support each other. They appear together at events and public engagements – from Rhode launches to the 2026 Grammys, where Justin Bieber was nominated in four categories.
In their own brands and partnerships, the Biebers understand their main advantage: their influence grows organically. At Coachella, they created an almost separate world around their name. Their presence at the festival was thoughtful and comprehensive: branded spaces, musical performances, behind-the-scenes content and new product releases worked as a single system. For a couple who have long let their audience into their personal lives through social media, the mutual promotion of their brands at Coachella was quite natural – they simply turned this intimacy with their fans into a business tool.
Based on material from vogue.com