Justin Bieber is diving into fashion once again. The Canadian superstar recently took to Instagram to offer a first look at his new brand, SKYLRK, teasing apparel, accessories, and footwear all stamped with fresh branding.
Bieber seems to be reviving an old alter-ego for this venture. Back in 2018, he posted a photo with Bella Thorne and captioned it, “Meet SKYLARK TYLARK (my alter ego) FT @bellathorne.” That same name now seems to have inspired the branding of this latest project. According to rumors, Bieber co-founded SKYLRK in 2023 with Neima Khaila, the founder of Pink Dolphin.
One teaser included a vintage-style newspaper clipping showing Bieber alongside Finn Rush-Taylor, a 3D design consultant known for his work with PUMA, Crocs, adidas, and others. Rush-Taylor appears to have contributed to both the product development and brand identity.
Symbolic Imagery and AI Storytelling
Bieber also released an AI-generated video to promote SKYLRK. In it, a digital version of himself rides a scooter to an abandoned house. As the scene unfolds, he wanders to a pool and reflects on his former label, Drew House. In a symbolic gesture, the AI-Bieber sets the house ablaze and walks away, hinting at a clear break from his past. He’s then seen with an AI-version of his wife, pushing a stroller as they stroll toward greener pastures—a metaphor for embracing fatherhood, marriage, and a fresh start.
What to Expect From SKYLRK
While the official launch date remains under wraps, the teasers have revealed a variety of products. Bieber shared glimpses of colorful hoodies, chunky sandals, beanies, sunglasses, and phone cases—all carrying the new SKYLRK branding. Over the past few months, he’s even been spotted wearing several unreleased pieces, including logo hoodies and eyewear.
For fans eager to be the first to know, the official SKYLRK website is now live. Visitors can register their name, email, and phone number to receive updates about upcoming drops. Additionally, Bieber has shared the brand’s Instagram page in his Stories, urging followers to stay connected.
Stay tuned for more updates on SKYLRK as Bieber begins this bold new chapter in his creative journey.