Hailey Bieber has laced up her pointe shoes again, this time for a clothing line. Her collaboration with the British activewear brand Adanola, a 23-piece capsule that the brand says was "born in the ballet studio," goes live on October 15, 2026 at 7 PM BST (11:30 PM IST) on Adanola.com.

It's the biggest celebrity partnership yet for the Manchester-based label, WWD reported, and it draws directly on Bieber's 12 years of childhood ballet training. If you've been following balletcore, this is the version built for actual workouts.

A collection 'born in the ballet studio'

Bieber proposed the ballet theme herself. According to WWD, the collection was more than a year in the making, and she consulted on colours, fabrics, silhouettes, sampling and fit, as well as starring in the campaign.

"In ballet, you start with a lot of things on, and then shed them as you go," she told WWD. "That was the concept, and then we kind of built it from there." Her references were the leotards and colour combinations she loved as a dancer, layered warm-up wear, and tights and track pants worn with leg warmers.

Marie Claire quoted the brand's statement on the DIY habits of dancers: "Rolling and ruching trousers, cutting tights into bolero tops, and cropping sweaters became a driving inspiration for the collection." The result is meant to recreate ballerinas' off-stage uniform.

What's in the 23 pieces

Across WWD, Marie Claire and The Independent, the line-up includes:

A shawl-knit bolero and a cropped mohair jacket, for the layered rehearsal look.

Overlay trousers that layer with rib-knit leg warmers, including a lilac pair.

Fold-waist yoga pants, biker shorts and slinky tanks.

Tops with scoop backs, cropped sleeves and V-necks.

Outerwear: a polar fleece jacket in blue and pink, a knit zip-through sweatshirt and a ruched jacket.

A Sling bag embroidered with the Adanola x Hailey Bieber logo.

Prices run from £34 to £100, WWD reported, in line with Adanola's usual range.

The colour story: no 'stark ballerina pink'

The palette is where Bieber's taste shows most. Colours include dusty pink and mauve, blue, yellow, black and Adanola's signature coffee bean, according to WWD. She deliberately avoided the obvious. "I didn't want any stark ballerina pink because that's been done before," she said. "The coffee looks beautiful with the pink, and I brought in a lot of black, because the black and pink to me is very reminiscent of traditional ballet."

Marie Claire describes the mix as timeless neutrals with soft pastels and vintage blue accents. Coffee-and-pink fits the softer, browner palette Bieber has worn all season, from her hair to her nails. It also fits the Rhode-era makeup we looked at in "Hailey Bieber's Quotidien Makeup Look Is the Soft-Glam Map for Rhode's Europe Moment."

Why she said yes, and the campaign

Bieber says she rarely does fashion collaborations. "I'm pretty strict and selective about partnerships, and I don't really lend myself to a lot of collaborations," she told WWD, adding that her last clothing collaboration was for her husband Justin Bieber's brand, Skylrk.

What sold her was that she already wore the brand. "I work out almost every single day, and I am a fan of Adanola. I think they do 'gym to the street' very well," she said. She also sat in fit meetings with models, "pinning things on them, taking an inch out of things here and there, shortening and lowering."

The campaign was shot in Los Angeles against an evening skyline by London-based photographer and director Angelo Pennetta and styled by Dani Michelle, WWD reported. It was created with OBB's branded content studio, OBB Bolded, and includes a short film inspired by Bieber's dance rehearsals.

Marie Claire noted that Bieber teased the project on TikTok last month by putting her pointe shoes on for the first time in 12 years.

Why balletcore still sells

The Independent points out that ballet has shaped fashion for a century, from Coco Chanel's costumes for the Ballets Russes to ballet flats and Carrie Bradshaw's tutu. The trend surged again after Miu Miu's ballet flats appeared in its autumn/winter 2022 show.

Beauty has been in the same mood. Just this week we covered "Ariana Grande's r.e.m. beauty Goes 'En Pointe' for the Holidays — and the Prima Palette Is Pure Wicked-Era Pink." Bieber's version is more muted and more wearable, aimed at Pilates class and the coffee run afterwards.

There is a business story here too. WWD reported that Adanola's annual sales are close to £140 million, and that its Ultimate leggings sold more than half a million pairs in 2025. Marie Claire expects fast sell-outs, as with her earlier Gap collaboration.

FAQ

When does the Hailey Bieber x Adanola collection launch?

October 15, 2026 at 7 PM BST (11:30 PM IST) on Adanola.com.

How many pieces are in the collection?

Twenty-three, including knitwear, yoga pants, leg warmers, outerwear and a Sling bag.

How much does Hailey Bieber x Adanola cost?

Prices range from £34 to £100, WWD reported.

Who shot the campaign?

Angelo Pennetta photographed and filmed it in Los Angeles, with styling by Dani Michelle.

Cover photo: Kevin Paul / Wikimedia Commons, CC BY 4.0