Hailey Bieber has a knack for making motherhood look deeply chic with designer diaper bags, styled-out strollers, and personalized jewelry honoring her newborn. But in a matter of days, the 28-year-old's long-awaited collaboration with Fila will soon make it much easier to capture her rich mom aesthetic. On Feb. 25, the Rhode founder announced the news on Instagram with a fiercely maternal campaign lensed by Harley Weir.
Set to drop March 6, this collaboration won't be Bieber's first time working with the Seoul-based athleisure label. After appearing in a self-styled, '90s inspired shoot—with support from Dani Michelle—for Fila in 2022, she was formally named a global brand ambassador in 2023. She then posed for a Spring/Summer 2024 tenniscore campaign timed to the release of Challengers. She was expected to design a co-branded sportswear collection that would launch with a first drop in Fall/Winter 2024, but I have a feeling that date was pushed when the beauty mogul became pregnant with her son Jack Blues Bieber.
