Balenciaga seems to have taken a leaf out of the Bottega Veneta book of things by eradicating their entire Instagram save for one image – of Justin Bieber.

It’s a stark portrait – almost monochromatic – with Bieber sporting Look 2 from the Spring 2022 Collection. The pop singer looks, it has to be said, good.

Is Justin Bieber – he of the unwashed skin and the alleged nits – cool again?

Celebrity ambassadorship for brands is nothing new and is now par for the course at most houses. Normally, these figures or names are selected for the clout they can bring to the brand as much as they align with the brand’s aesthetic.

Since joining the company, Creative Director for Balenciaga Demna has steadfastly taken the brand back to its avant garde roots, pushing the limits of what luxury fashion would be.

Simultaneously, Demna been cultivating a cadre of names that, while carry huge influence in pop culture, aren’t the usual roll call for couture.

But that seems to be the point. Take Kim Kardashian’s look for the most recent Met Gala – a T-shirt.

Kim Kardashian, Met Gala, Balenciaga
NEW YORK, NEW YORK – SEPTEMBER 13: Kim Kardashian attends The 2021 Met Gala Celebrating In America: A Lexicon Of Fashion at Metropolitan Museum of Art on September 13, 2021 in New York City. (Photo by Mike Coppola/Getty Images)

Transforming the most everyday item into a piece of couture subverts our understanding of what luxury should look like.

The same can be said for Balenciaga’s tracksuits and trainers.

And now, enter Justin Bieber…

They say if you wait long enough, everything comes back into fashion.

Justin Bieber
Grub aeshetic.

Justin Bieber was at one point the world’s biggest, and youngest, pop stars. Now 27, the young musician literally grew up in front of the world’s eyes and judgments.

Along the way making some monumental mistakes.

Recently however, since getting married to Hailey Baldwin in fact, something has mellowed in Bieber’s attitude. The Baby singer is no baby no more.

Could this partnership signify a new dawn for Bieber – is this his blue period?

I’ll be the first to admit that I was too old for the original Bieber fever but every artist has a turning point where the music they make undergoes a maturation.

Gone are the Vans and the “depressed grub aesthetic” as one colleague put it and hello Bieber’s Berlin “Have you been to Berghain?” era. At least, one can hope.