With 6 million Instagram followers, a whopping 34 million TikTok followers, and her recently declared Forbes Top 10 highest-paid models of 2020, Hailey Bieber is quite the success story. What started as a modeling career in 2014 has quickly evolved into a platform to launch her entrance into the world of business.
Known for her savvy marriage to musician Justin Bieber and her lucrative modeling contracts with the likes of Ralph Lauren, Adidas, and Carolina Herrera, she is quickly becoming a powerhouse player in the industry. Let’s explore the business moves that have led this young entrepreneur to success.
A Model Start
As a child, Hailey Baldwin – as she was known growing up – was the daughter of actor Stephen Baldwin, who has appeared in movies such as The Usual Suspects and Bio-Dome. She began modeling in 2014, appearing in Seventeen Magazine, on the cover of Tatler Magazine and in a catalog for French fashion house Taylor Hill.
The modeling career launch was acclaimed by her industry peers, including Kendall Jenner, who in an interview with Harper’s Bazaar back in 2015, said: “I had heard Hailey [was] coming and I was like, she’s so gorgeous, she’s such a babe, I can’t wait to meet her, maybe we can work together or she would even just come in, like, ‘Hey, do you want to hangout, take some pics?’”
High-profile Campaigns
Hailey’s career took off when she was announced as one of the faces of Carolina Herrera in 2016. That same year, she launched her own clothing boutique in LA, Riley, with her best friend and fellow model, Alaia Morrow.
Since then, Bieber has been the face of a flurry of high-profile campaigns, such as Adidas, Calvin Klein, Levi’s, and most recently, the Cruise 2021 Campaign from Ralph Lauren which earned her several mentions in publications such as Vogue, Elle, and Harper’s Bazaar Magazine.
Her Social Media Presence
Hailey Bieber’s social media presence has been invaluable in propelling her career. Her posts have been so successful, in fact, she has higher engagement than some of the top female models around, including Gigi Hadid, Emily Ratajkowski, and her closest friend, Kendall Jenner. In addition to endorsing brands such as Calvin Klein, she has also leveraged sponsored content with the launch of her own YouTube channel in October of 2019.
The Struts Agency
The most recent move that Hailey Bieber has made has been the launch of her own talent agency, The Struts Agency, which she founded alongside her manager, Scooter Braun, clothing line owner and well-known celebrity hair stylist, Florido Basallo, and party-organizer, Johnny Greer.
Having already represented models such as Georgia Fowler, Sofia Richie, and Britain’s Next Top Model winner, Chantelle Brown-Young, The Struts Agency embodies Hailey Bieber’s goal of helping create a platform for models who, like her, weren’t always considered the norm and were often passed over within the industry.
The Struts Agency originally focused mainly on representing models, but more recently, it has waded into the world of talent representation by signing artists, athletes, and influencers. Bieber is quoted in a press release as saying that she “hopes to bring new, fresh talent to the industry to make sure that all voices are being heard.”
Turning to Philanthropy
Hailey Bieber has also been leveraging her fame to give back to those in need. She put her name on a behind-the-scenes initiative, the System (subtitled Society of Togetherness), which provides financial and emotional support to the entertainment industry’s creative class.
In addition, in the past few years, Hailey and Justin Bieber have donated hundreds of thousands of dollars to various charities and relief efforts. A few include $200,000 to organizations that promote mental health after the COVID-19 pandemic, $25,000 to the Compton Cowboys, a non-profit organization that encourages youth to find a positive outlet and to stay in school, and finally, a generous donation to One Cause for the national initiative, Coronavirus Emergency Response.
Given her numerous ventures, from modeling to talent representation, and of course, philanthropy, it’s safe to say that Hailey Bieber is making her mark in the industry. Through an impressive combination of business acumen, incredible talent, and undeniable drive, Hailey Bieber is crafting a post-modeling career that is a testament to her go-getting spirit. For this mogul in the making, the sky is the limit!
