Hailey Bieber made a striking fashion statement by wearing a vintage Donna Karan ensemble from 1996, which is precisely her age, during the launch event for her beauty brand Rhode at Sephora in Times Square on September 4, 2025. The event celebrated Rhode’s official entry into Sephora stores globally, marking a significant expansion for the brand she founded in 2022. Bieber participated in a curtain drop ceremony, engaging with fans and media to highlight the brand’s growth and her hands-on role as founder.
Her outfit, a cropped silvery top and matching miniskirt from Donna Karan’s Spring 1996 collection, was accessorized with a leather Phoebe Philo clutch and Giant Vintage sunglasses. This choice not only showcased her affinity for ’90s fashion but also cleverly connected her personal history with the garment’s provenance, emphasizing timeless style. The archival piece, meticulously selected by her stylist Dani Michelle, resonated with fashion enthusiasts for its nostalgic appeal and modern relevance.
This launch follows a major business achievement: Rhode was acquired by e.l.f. Beauty in a $1 billion deal announced in May 2025. Under the agreement, Bieber continues as chief creative officer, overseeing product innovation and marketing to maintain the brand’s ethos. The expansion into Sephora represents a strategic move to reach a broader audience, leveraging Bieber’s influence and the retailer’s extensive network.
In New York City for the promotion, Bieber was spotted in multiple outfits, including a butter yellow leather suit jacket over a black lace bustier earlier that day, paired with black wool trousers. Her consistent and influential style choices, often blending minimalist and sleek elements, have cemented her status as a fashion icon. These appearances are part of a broader press tour leading into New York Fashion Week.
Bieber’s role as the global face of DKNY’s autumn 2025 collection further amplifies her impact on fashion trends, allowing her to pay homage to iconic designs while staying current. Her penchant for vintage wear is well-documented, including a Gucci dress from 1998 worn to the Met Gala and a Saint Laurent gown from 1987 at the Vanity Fair Oscar Party. This approach promotes sustainability and nostalgia in an industry often focused on newness.
As a mother of a one-year-old and a business mogul, Bieber balances personal and professional life, with her style choices frequently making headlines. The success of Rhode in Sephora could set a precedent for other celebrity-owned beauty brands, influencing market trends and consumer behavior. Her ability to merge personal narrative with corporate milestones demonstrates a modern approach to brand building.
Looking ahead, the collaboration with Sephora is expected to drive significant sales, and Bieber’s ongoing involvement ensures creative continuity. The event’s timing, coinciding with her husband Justin Bieber’s music releases, adds to the couple’s high profile, underscoring the intersection of entertainment, fashion, and business in contemporary celebrity culture.