- Hailey Bieber is named Calzedonia's new Global Digital Brand Ambassador, starring in the brand's official Summer 2026 swimwear campaign, launched May 20, 2026.
- The campaign features two key looks: a butter-yellow triangle bikini with black contrast piping and an ivory sequined two-piece, shot poolside by photographer Adrian Martin with a retro-inspired California summer aesthetic.
- Calzedonia has a strong history of tapping top it-girls, previously working with Kendall Jenner across multiple campaigns (SS24, SS25, FW24, FW25) and Heidi Klum, making Bieber a direct successor to that legacy.
- Beyond this deal, Bieber has active brand relationships with Victoria's Secret and Tiffany & Co., while her beauty brand Rhode, acquired by e.l.f. Beauty in 2025 for approximately $1 billion, continues to expand globally, with a Sephora Europe launch slated for autumn 2026.
Hailey Bieber has been unveiled as the new Global Digital Brand Ambassador for Italian swimwear label Calzedonia, fronting its Summer 2026 campaign with official images released on May 20, 2026.
Shot by photographer Adrian Martin, the campaign captures Bieber in a distinctly “California summer” mood, switching between a butter-yellow triangle bikini with black contrast piping and a nude sequin set.
The pieces carry a retro-inspired feel that taps into vintage trends dominating fashion right now, blending maximalism with the clean-cut silhouettes Bieber has made her signature.
Bieber picks up the baton from her close friend Kendall Jenner, who held an extended Calzedonia ambassadorship across multiple seasons, as well as Heidi Klum.
This roster reflects Calzedonia’s consistent strategy of aligning with top-tier global style icons, a pattern also seen when the brand partnered with Georgina Rodríguez for a recent swimwear campaign.
On the business front, Bieber remains one of fashion and beauty’s most active deal-makers. Her Rhode brand, freshly acquired by e.l.f. Beauty, is set to hit Sephora Europe in autumn 2026, while she recently launched a co-branded Rhode x Biebers collection with husband Justin at Coachella.
The Calzedonia campaign adds to an already active 2026 for Bieber in swimwear, following her Victoria’s Secret summer campaign partnership earlier this year.
Takeaways
Hailey Bieber stepping into the role vacated by Kendall Jenner at Calzedonia is a deliberate and smart move. The brand isn’t just casting a pretty face, it’s maintaining its grip on the cultural moment by rotating through the world’s most-watched style icons.
Bieber, who now commands a reported $300M+ net worth on the back of the Rhode exit, is arguably more valuable to a brand like Calzedonia now than ever, she’s not just a model, she’s a proven founder and commercial force.
The retro-inspired direction of the campaign also speaks to a broader industry trend: the deliberate nostalgia play is working, and brands are leaning into it hard for summer 2026.
With Hailey Bieber succeeding Kendall Jenner in the Calzedonia seat, is the brand building a deliberate “it-girl relay” strategy, and how long before the next handoff? The campaign leans hard on the “California summer” aesthetic, smart global positioning or a missed opportunity for Calzedonia to flex its Italian roots?
