Saint Laurent campaign: Hailey

Hailey Bieber is the face of a new Saint Laurent campaign shot by Nadia Lee Cohen, and the images are spreading across fashion accounts this week. (hero-magazine.com) Saint Laurent has used Bieber in recent house imagery before, including its Fall 2025 campaign alongside Rosé, Bill Skarsgård, Liu Wen and Anok Yai. HERO Magazine reported that earlier campaign was released on August 25, 2025, under creative director Anthony Vaccarello. (hero-magazine.com) Nadia Lee Cohen already has ties to the brand outside this campaign. Saint Laurent’s own site hosts a 2026 “Saint Laurent Frequencies” playlist entry for Cohen, and she attended the house’s March 3, 2026 Paris Fashion Week show. (ysl.com, celebmafia.com) Bieber has also been a regular in Saint Laurent’s front row and red-carpet orbit over the past year. She attended the brand’s Fall 2025 show on March 11, 2025, and wore a Saint Laurent Spring 2026 look to the WSJ. Magazine 2025 Innovator Awards on October 29, 2025. (wwd.com, wwd.com) That steady pairing fits Anthony Vaccarello’s recent Saint Laurent casting strategy, which has leaned on celebrities with large fashion and entertainment followings. W Magazine reported Bieber was part of the high-profile front row at the house’s Spring 2026 Paris Fashion Week show on September 29, 2025, alongside Zoë Kravitz, Charli xcx and Rosé. (wmagazine.com) The social post circulating in fashion coverage appears to be a repost rather than Saint Laurent’s own account. The X link provided for the StreetFashion01 thread was accessible, but its visible metrics were not retrievable through web access at the time of reporting. (x.com) What is clear is that Saint Laurent has kept Bieber close as both attendee and campaign talent, while Cohen’s visual world has moved further into the label’s orbit. This latest round of images lands at the overlap of those two relationships. (hero-magazine.com, ysl.com)