Hailey Bieber is back with another major fashion campaign, but not everyone is thrilled to see her fronting yet another luxury brand.
For Miu Miu’s Fall/Winter 2026 campaign, the Italian fashion house unveiled a new editorial starring the 29-year-old alongside model Xiao Wen Ju, showcasing pieces from the label’s latest collection.
Shot against a moody, industrial rooftop backdrop, the campaign features the mom of one wearing an array of signature Miu Miu looks, including oversized leather jackets, suede handbags, tinted sunglasses, shearling-trimmed outerwear, technical nylon jackets, and flirty mini dresses.
The collaboration marks Bieber’s return to the brand after previously appearing in its Spring 2022 campaign.
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Miu Miu Faces Backlash For Casting Hailey Bieber In Latest Campaign
While the imagery reflects Miu Miu’s edgy, contemporary aesthetic, the response online has been mixed.
Some fashion fans said they’re experiencing “Hailey fatigue,” pointing out that the Rhode founder has reportedly fronted at least 14 beauty and fashion campaigns in 2026 alone—and it’s only July.
Critics didn’t hold back in the comments.
“Please stop using her. I hated the Spring 2022 shoot. I find her look very boring and uninspiring,” one person wrote on Miu Miu’s Instagram.
Others echoed similar sentiments, commenting, “Boring as ever,” “To be honest, it looks awful,” and “I don’t get the hype around this woman.”
Some questioned Miu Miu’s casting choice altogether, writing, “Hailey!??? Come on, man!??” and “Seeing Miu Miu’s downfall in real life is crazy.”
Additional comments included, “I don’t like this,” and “It’s giving absolutely nothing except cringe.”
Despite the backlash, Bieber remains one of fashion’s most in-demand faces, continuing to land high-profile campaigns for luxury brands while balancing her growing beauty empire.
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Hailey Bieber Teams Up With Gap For Capsule Collection
Most recently, the model has teamed up with Gap for a limited-edition denim collaboration.
Inspired by 1996—the year she was born and one of Gap’s most iconic fashion eras—the six-piece capsule pays tribute to ’90s denim. You can browse the release here.
“1996 was the year I was born and I get a lot of style inspiration from the ’90s,” she said. “There was something so effortless about that era and the way people wore denim.”
The collection, titled The Hailey Jean, features two relaxed, vintage-inspired silhouettes, each available in three custom washes for a total of six styles. Made from 100% rigid cotton, the jeans reinterpret Bieber’s favorite thrifted fits while adding personal details, including a custom “1996” leather back patch and her signature printed inside the pocket lining.
Each pair retailed for $89, but both styles sold out shortly after launching online, with shoppers already asking Gap for a restock.
