Celebrity Name: Hailey Bieber
Brand Name: Saint Laurent
Deal Type: Global Ad Campaign
Announced: April 13, 2026
Impact: Global campaign showcasing SS26 swimwear & tailoring; reinforces Bieber’s status as a Saint Laurent House favourite
- Hailey Bieber fronts Saint Laurent’s new global campaign, “Tangerine Temptation,” directed by Creative Director Anthony Vaccarello and shot by British filmmaker Nadia Lee Cohen.
- The campaign spotlights the brand’s latest swimwear and tailoring in saturated, surrealist visuals described as “vintage noir dipped in neon.”
- Bieber arrives fresh off her rhode x The Biebers Coachella activation (April 11, 2026) and the same-day launch of rhode’s first-ever pimple patch collaboration with husband Justin Bieber.
- Saint Laurent has been on a star-studded campaign run, having previously tapped Charli XCX and Bella Hadid for its SS26 campaigns, with Bieber now carrying the baton into summer.
Hailey Bieber, the model and beauty founder. has been announced as the face of Saint Laurent’s new global campaign, “Tangerine Temptation,” a bold visual project helmed by Creative Director Anthony Vaccarello and lensed by British filmmaker and photographer Nadia Lee Cohen.
Appearing alongside models Lina Zhang and Jake Hodder, Bieber leads a campaign that aims to capture what Vaccarello describes as a “tension between stillness and expression — disciplined yet magnetic.”
Saturated, surrealist, and dripping in that warm citrus glow the title promises, the imagery pivots Saint Laurent away from moody monochrome and into something far more electric.
Bieber is no stranger to the Saint Laurent universe. She has a years-long relationship with the maison, sitting front row at the SS2026 Paris Fashion Week show in September 2025 and wearing a Vaccarello leather dress to the WSJ Magazine 2025 Innovator Awards, where she accepted the Beauty Innovator prize for her skincare brand rhode.
On the endorsement front, she recently starred in the rhode x The Biebers campaign, a first-of-its-kind collaboration with husband Justin Bieber timed to his Coachella 2026 headlining slot, and previously fronted a Valentine’s Day campaign for Victoria’s Secret.
Saint Laurent has been on a hot streak with its campaign casting. The house tapped Charli XCX for its SS2026 campaign in December 2025 and Bella Hadid for its Spring 2026 Mombasa bag revival in January 2026.
Much like how Zendaya’s partnership with On Running cemented her as a credible crossover ambassador, Bieber’s repeat appearances in Saint Laurent campaigns signal something deeper than a seasonal deal, a sustained house alliance.
Takeaways
Saint Laurent isn’t just casting celebrities, it’s building a constellation. Going from Charli XCX to Bella Hadid to Hailey Bieber in the space of four months shows Vaccarello has a precise vision for the kind of cultural currency he wants the brand to carry: women who are simultaneously of-the-moment and classically magnetic.
For Bieber, this campaign lands at a career peak: after e.l.f. Beauty agreed to acquire rhode in a deal worth up to $1 billion and the brand contributed about $128 million to e.l.f.’s quarterly sales at the end of 2025, she’s been able to parlay that entrepreneurial credibility straight back into high fashion.
The “Tangerine Temptation” timing, dropping the same week as her Coachella rhode activation, keeps her cultural conversation going with zero gaps.
Nadia Lee Cohen’s lens is the quiet story here too. The surrealist British photographer is increasingly the creative industry’s go-to for fashion brands wanting to signal artful ambition without losing commercial punch.
Does Bieber’s dual role as a fashion campaign star and beauty CEO make her the most commercially powerful model of her generation? Does Hailey Bieber’s global visibility make you more likely to pay attention to a Saint Laurent campaign?
