Hailey Bieber stuns in black lingerie for her new Rhode campaign, introducing the brand’s innovative under-eye patches.
Hailey Bieber isn’t just one of the most recognisable models of her generation — she’s also mastered the art of turning her beauty campaigns into viral sensations. From her now-iconic lip balm waist chain to her recent pants-free, cottagecore-inspired shoot that delicately revealed her pregnancy, every Rhode launch comes with a flawless visual proposal. And this time, she’s turning up the heat even more.
To announce the release of the new Peptide Eye Prep patches — designed to de-puff and prep the under-eye area — Hailey shared a sneak peek of the campaign on Instagram, leaving little to the imagination. The entrepreneur posed in a black bra and matching knickers, her eyes covered by the product in question and her signature glazed donut manicure gleaming under the light.
Shot among racks of blazers and leather coats lined with fur, the image embraces a provocative minimalism. With her back to the camera, Bieber showed off a small tattoo on her hip, wearing high-cut knickers and a simple black bra. Her only accessories: diamond earrings, a handful of rings — including her wedding band — and her signature glossy manicure that’s become a Rhode trademark.
The Peptide Eye Prep patches are set to launch on 9 October, accompanied — as always — by a visual rollout that blends sensuality, luxury, and meticulous aesthetics.
It’s not the first time Hailey has used lingerie to unveil a new Rhode product. Back in September, during Paris Fashion Week, she captivated fans in a silky yellow lace-trimmed set to promote the brand’s Lemontini-flavoured lip tint. On that occasion, she added a rebellious twist with sky-high heeled black leather boots.
With every campaign, Bieber proves that Rhode isn’t just a beauty brand — it’s a visual universe of its own, where she herself, stripped of excess styling or artifice, is the ultimate ambassador. And once again, she’s managed to make the product headline-worthy long before it even hits the shelves.
