Pop superstar Justin Bieber may be used to topping the charts, but his latest endeavor—an entry into the fashion world—has left fans and critics scratching their heads. Bieber unveiled the first look at his new SKYLRK fashion line on Instagram this week, and the reaction online has been far from positive.

From oversized knitwear to ultra-tight leggings, the debut collection immediately drew comparisons to wife Hailey Bieber’s closet. The internet didn’t hold back, with one comment going viral:

“Bro just raided Hailey’s side of the wardrobe and called it a brand. Give Hailey her leggings back!”

The Launch That Launched a Meme Fest

The SKYLRK teaser, posted to Justin’s social media on Tuesday, featured the singer in a series of neutral-toned, form-fitting outfits, posing in an industrial-looking studio. The campaign leaned heavily into streetwear-meets-athleisure aesthetics, with unisex silhouettes and minimalist branding.

But fans weren’t buying it.

“Is this a parody?” asked one Instagram user.
“SKYLRK is short for Seriously, Keep Your Leggings, Really Kanye’d,” joked another on X (formerly Twitter), referencing Kanye West’s own controversial fashion ventures.

Within hours of the post, #SKYLRK started trending—not with praise, but with a flood of memes mocking the brand’s resemblance to Hailey’s usual style and the broader minimalist fashion trend that some have labeled “try-hard normcore.”

Fashion Experts Not Impressed

While Bieber’s celebrity status brings instant visibility, fashion insiders are already skeptical of SKYLRK’s staying power. Critics argue that the line lacks originality and feels like a mash-up of existing trends without a clear voice.

Fashion columnist Jade Moretti wrote in Vogue Daily:

“SKYLRK feels like a watered-down version of Yeezy meets Skims, but with less purpose. It’s not enough to slap your name on leggings and call it innovation. The question remains: What does SKYLRK offer that’s new?”

Others have pointed out that Justin’s lack of formal involvement in design—he’s listed more as creative director and muse—undermines the credibility of the brand in a saturated market.

Defenders and Die-Hard Beliebers

Still, not everyone was critical. Some fans took to social media to defend Justin’s right to experiment and grow beyond music.

“Everyone clowned Rihanna’s Fenty line in the beginning too. Look at her now. Let Justin cook!” one supporter tweeted.

Another fan praised the message behind the line, which Justin described as “comfort meeting clarity.”

“He’s expressing where he’s at mentally and emotionally. If it looks like Hailey’s clothes, maybe that’s because she’s his biggest inspiration.”

Hailey Bieber herself hasn’t commented directly on the backlash, but she did share Justin’s SKYLRK post to her Instagram story with a simple white heart emoji—possibly signaling support amid the online noise.

Is the Fashion Market Oversaturated?

Some experts say the reaction to SKYLRK is more a symptom of fashion fatigue than an attack on Bieber himself. With every celebrity from Drake to Kim Kardashian launching clothing lines in recent years, the public may simply be exhausted.

“Consumers are craving authenticity and purpose,” said fashion analyst Mila Ross.
“When a new brand enters the scene without a strong story or innovation, the response can be brutal. The days of coasting on fame are over.”

SKYLRK’s launch also coincides with a growing critique of “celebrity privilege” in the fashion world, where experienced designers often struggle to get attention while pop stars are given the spotlight.

What’s Next for SKYLRK?

Despite the rocky start, Bieber isn’t backing down. In a short Instagram caption, he wrote:

“Not everyone will get it. That’s okay. SKYLRK is about freedom, peace, and comfort in your own skin. More to come.”

According to sources close to the project, a full website launch and official runway debut are expected later this summer, possibly during New York Fashion Week. Bieber is said to be collaborating with several young designers in future capsule drops, though no names have been confirmed.

Whether SKYLRK will find its footing remains to be seen. But one thing is clear: if Bieber wants to make it in the fashion industry, he’ll need to move past meme-worthy leggings and present a collection that speaks louder than his name alone.