Hailey Bieber stars in new Versace Dylan Turquoise ad Campaign

Hailey Bieber is Versace’s newest supermodel star

There’s a Canadian connection to Versace’s new ad campaign for Dylan Turquoise. The model handpicked by Donatella Versace to be the face for the new fruity-floral-musk scent is Hailey Bieber, wife of Canadian pop star Justin. The couple currently live in Waterloo, Ontario.

Hailey has quietly been rising in global popularity having shot major ad campaigns for Guess, Ralph Lauren and Tommy Hilfiger along with collaboration with bareMinerals. She’s seamlessly melded the worlds of global influencer, socialite and model to become an in-demand brand partner.

The 24-year-old model was born in Tucson, Arizonia, to actor Stephen Balwin and graphic designer Kennya Deodato Baldwin, and was named after Hailey’s Comet. He uncle in actor Alec Baldwin. Throughout her teen years she studied dance at the American Ballet Theater in New York City. Not surprisingly, she was discovered by Ford Models and signed to the global agency who quickly inked editorial appearances in such magazines as Tatler, V, i-D and LOVE. In October 2014, she made her catwalk debut modelling for Topshop and Sonia Rykiel.

It was a photoshoot in 2015 for American Vogue that really put Hailey on the map. This led to cover-shoots for L’Officiel and Wonderland magazine. German fashion designer Philipp Plein featured her in his spring/summer 2016 ad campaign. She became so popular that high-profile New York modelling agency IMG convinced her to sign with them in late 2016, immediately appearing in the Moschino fashion show during Milan Fashion Week with supermodels Miranda Kerr and Chanel Iman. She became a Guess girl that year. Since then, she has modelled for Dolce & Gabban, Elie Saab, Prabal Gurung and Julien Macdonald.

Alongside modelling duties, Hailey has worked as a TV host for the MTV Europe Music Awards. She co-hosted a TBS show Drop the Mic with rapper Method Man that had celebrities face off in rap battles. She’s worked with the iHeartRadio Awards as well.

Dating Justin Bieber on-and-off since 2015, the couple announced their marriage in 2018. The couple are a social media powerhouse. Hailey has 31.5 million followers on Instagram regularly getting one-to-two million likes per post. Her husband now boasts 155 million followers on Instagram. A single brand mention can drive millions of fans to a website or retailer.

Donatella Versace has had a longstanding talent for spotting up-and-coming models. She was the brainchild behind the whole supermodel trend of the 1980s and 90s that made Naomi Campbell, Kate Moss, Linda Evangelista and Christy Turlington household names. She sent her private jet to Canada to pick up Hailey for the ad shoot last summer that took place on a remote island off the coast of Italy. (If you read the UK’s Daily Mail, you will recall photos of Donatella kayaking in the azure blue waters after the shoot.) Bieber appeared with supermodel Bella Hadid in the summer-themed video shoot – models lounging on a pristine beach and diving into the clear blue water.

Expect to see much more of Hailey Bieber in the coming year as Versace unveils the campaign worldwide. At 24 she is just beginning what promises to be a fascinating career.