The Tamesis
Annie Corser, senior trends editor for pop culture and media at Stylus, said that while Coachella is the first time the couple has turned their relationship so explicitly into a marketing strategy, the couple has been keenly aware of the business implications of their marriage over the years, with Justin appearing at Rod’s events and Hailey frequently appearing at his shows. “However, until recently they were still aware of the difference between their fan base and their appeal framework.”
“Justin provides staying power for Millennials, and while he may have moved on musically, his appeal is mixed with nostalgia for the Americana of the 2010s. Hailey, a Millennial, gives Justin some Gen Z credibility, and while her girl-boss energy may feel dated attached to another celebrity, she has tuned her own ambitious tone so it feels like a natural fit for TikTok/Instagram/Podcast media outlets and the cultural discourse that younger fans are dealing with,” Koser added. “This creates a broad, solid market segment for them to attract. Together they occupy a position in pop culture that is both familiar and new, allowing them to build a unique identity within the confines of a known relationship.”
own dispute
Life wasn’t always rosy for the Biebers. As has been widely reported in the media, Justin experienced many highs and lows in public opinion during his late teens and early twenties, and he struggled with superstardom, subject to the provocations and intense pressure of the paparazzi that, like many stars, endured. In 2022, he canceled Purpose tour, citing personal reasons, and later in his YouTube Originals documentary Justin Bieber: Four Seasonswas revealed about addiction and mental health struggles. Hailey also became a polarizing figure after the pair tied the knot, as some Bieber fans objected to their union following his previous relationship with Selena Gomez.
Bieber was once again mired in controversy last year when his famous “This isn’t for you” rant went viral after an altercation with paparazzi on the beach went viral. But the Biebers know how to subvert the narrative. Justin goes on a tirade on his album swagwhile Hailey kept teasing the outburst following the album’s release (“Did it work for you?” she wrote on Instagram). They later used the slogan on Coachella merchandise and printed it on T-shirts. Justin even played the video on stage and lip-synced it to laughter from the audience.
It’s this way of joking with fans and acknowledging their haters that only enhances the Biebers’ star power.
This is reflected in the Biebers’ often uncoordinated couple attire. Hailey infamously wore a strapless red silk minidress and stilettos while promoting Rod in New York, with Justin standing by her side in an oversized gray sweater and Crocs. Eileen Cartter, the brand’s fashion editor, noted that the look went viral and inspired dozens of Halloween costumes that October. Case Q, He has extensively reported on the Biebers’ style, and asked Hailey about their opposing styles in a 2023 interview.
