Hailey Bieber has emerged as a prominent supporter of Form, an activewear label established by wellness influencers Sami Clarke and Sami Spalter, with the founders recently highlighting her as their design inspiration in exclusive statements. This endorsement underscores the growing influence of celebrity-driven fashion trends in the athleisure market, where Bieber’s choices often set consumer preferences.
Form, founded by Clarke and Spalter, positions itself as a chic, under-the-radar brand focused on creating versatile pieces that blend workout functionality with everyday style. Based in Los Angeles, the brand has gained traction through collaborations with stylists and appearances on high-profile figures, with Bieber’s frequent wearings bringing significant attention. In a TikTok last month, Bieber was seen in Form’s Fitted Zip-Up Jacket, a lightweight layer suited for cooler weather, showcasing the brand’s practical yet fashionable appeal.
Beyond outerwear, Bieber’s collection includes items like the Scoop Tank and Criss Cross Bra, which she has worn for post-gym outings, emphasizing Form’s range from active sets to loungewear. She has also been spotted in the Boat Neck Long Sleeve and Sweater Halter, the latter featured in Instagram photos with Kendall Jenner over the summer, indicating the brand’s crossover into casual wear. Jenner herself has been seen in Form’s Core Leggings, reinforcing the label’s popularity among style icons.
Sami Spalter, co-founder of Form, told Page Six Style that Bieber is “truly our muse and who we always design for,” describing her support as a “pinch-me moment” that validates their design philosophy. Sami Clarke added that working with Los Angeles-based creatives leads to “unexpected moments” where Form appears authentically, such as on Bieber, which they cherish for their genuineness. This mutual admiration highlights how celebrity endorsements can elevate niche brands in a competitive market.
The brand’s ethos extends beyond activewear, with Clarke noting that Form is “about more than just activewear,” aiming to support movement while seamlessly fitting into daily activities like traveling or relaxing. This approach has attracted other celebrities, including Rita Ora and Emily Ratajkowski, who have worn Form over the years, broadening its appeal. However, the founders express pride in seeing Form worn in real life by everyday consumers, emphasizing that resonance with a wider audience remains their core goal.
Bieber’s endorsement comes at a time when activewear continues to dominate fashion trends, with consumers prioritizing comfort and style post-pandemic. Her choice of Form over more established brands like Alo or Fila signals a shift towards influencer-founded labels that offer unique designs and personal narratives. This trend is reflective of a larger movement where celebrities and influencers collaborate to create authentic connections with audiences, driving sales and brand loyalty.
Looking ahead, Form’s visibility through Bieber and other celebrities is likely to spur increased consumer interest and potential expansions in their product lines. The founders’ focus on creating pieces that empower confidence and comfort aligns with ongoing shifts in fashion towards inclusivity and practicality. As Bieber continues to showcase Form in her public appearances, the brand is poised to capitalize on this exposure, potentially securing a lasting place in the athleisure landscape.
