Hailey Bieber has brought her ballet background into activewear, modelling chocolate-brown leggings and a striking backless top for her collaboration with British fashion brand Adanola. The 29-year-old model and Rhode founder launched the 23-piece collection, drawing inspiration from her twelve years of ballet training.
Campaign imagery shows Bieber wearing a matching brown set, with the top's dramatically scooped back giving the minimalist outfit an unexpected twist. The collaboration has also generated considerable publicity. Industry figures cited by Vogue indicate that the collection produced an estimated $7.3 million in media impact value during its first week, highlighting Bieber's influence in the increasingly competitive activewear market.
Hailey Bieber's Backless Top Gives Leggings a Fashion Upgrade
In the campaign, Bieber models a fitted, long-sleeved chocolate-brown top with matching yoga trousers featuring a fold-over waistband. While the leggings create a streamlined silhouette, the top's dramatically low scoop back provides the standout detail, revealing much of her upper back without compromising the outfit's understated aesthetic. Her braided updo further emphasises the open-back design, giving the look a polished finish.
Photographed by Angelo Pennetta and styled by Dani Michelle, the campaign combines ballet-inspired silhouettes with Bieber's familiar off-duty style.
The collection extends beyond matching sets, incorporating cropped tops, knitwear, leg warmers, fleece jackets, and relaxed layering pieces. Bieber worked alongside Adanola founder Hyrum Cook and the brand's design team to develop the silhouettes, fabrics, and colours.
The collaboration reportedly took more than a year to develop, drawing on the practical adjustments dancers make to their rehearsal clothing. Rather than simply appearing as the face of an existing range, Bieber contributed to the collection's creative direction.
Hailey Bieber's Adanola Collection Generates $7.3 Million in Publicity Value
Beyond its fashion appeal, the collaboration has demonstrated Bieber's ability to generate substantial media attention. According to Launchmetrics figures, the collection generated an estimated $7.3 million in media impact value during its first week following the 15 October launch. Bieber herself accounted for approximately 78% of the total, while her Instagram launch announcement reportedly generated $794,000 in media impact value.
These figures represent estimated publicity impact rather than actual sales revenue. The collection also attracted early shopping interest, with several pieces and sizes selling out shortly after launch.
The response illustrates the commercial attention celebrity collaborations can attract, although publicity figures alone cannot establish long-term sales performance or customer loyalty. For Adanola, the partnership positioned its minimalist activewear alongside one of fashion's most recognisable celebrity wardrobes.
Are Celebrity-Designed Leggings Worth the Attention?
Bieber's collaboration comes as activewear brands increasingly rely on celebrity partnerships to distinguish themselves in a crowded market. The model has previously incorporated Alo Yoga leggings into her wardrobe, but her Adanola collaboration represents a more direct involvement in product development.
That distinction gives the collection a personal connection to her ballet background, although creative involvement does not automatically establish superior clothing quality. For shoppers, fabric performance, fit, durability, and comfort remain important considerations alongside celebrity appeal.
The collection combines familiar activewear essentials with ballet-inspired details, including scoop-back tops, fold-over waistbands, and soft layering pieces. Original UK launch prices were reported to range from approximately £34 to £100, although current prices and availability may differ.
The appeal ultimately lies in the collection's combination of wearable silhouettes and Bieber's recognisable minimalist aesthetic. While the publicity figures demonstrate the attention surrounding the collaboration, its lasting success will depend on whether shoppers continue to value the designs beyond their celebrity association.
For now, Bieber's chocolate-brown matching set offers one of the collection's most memorable looks, with the backless top drawing attention away from the leggings themselves.
