As Old As She Is: Hailey Bieber Wears 1996 Donna Karan to Celebrate Rhode’s Sephora Launch

Hailey Bieber is mastering the art of the business launch with a heavy dose of nostalgia. The 28-year-old model, mom, and mogul is touring New York City to celebrate her skincare brand, Rhode, making its debut in Sephora. For the occasion, she’s not just promoting products; she’s making a sophisticated style statement by fully embracing a vintage aesthetic, signaling Rhode’s arrival as a legacy-tier brand.

What Did She Wear for the Big Launch?

For the curtain drop ceremony at Sephora Times Square, Bieber stepped out in a head-turning silver ensemble from Donna Karan's Spring 1996 collection. The co-ord set—featuring a cropped, boxy shirt with a low-cut neckline and a snug mini skirt, is a literal piece of fashion history, as old as Bieber herself. The look was a strategically fitting choice, coinciding with her new gig as the global face of DKNY, the diffusion line launched by Donna Karan in 1989.

This wasn't a one-off outfit. Her entire press tour has been a masterclass in minimalist, sleek style. The same day, she elevated a simple white long-sleeve top and black trousers into a chic ensemble, with pieces curated by stylist Dani Michelle from luxury houses like Saint Laurent and The Row. She also put a modern spin on the office siren trend with a butter-yellow blazer over a lacy black outfit.

Is Vintage a New Trend for Hailey Bieber?

This recent foray into archival fashion is becoming a signature move for Bieber. She has made notable appearances on important red carpets thanks to her affinity of vintage styles:

• 2025 Met Gala: She made a statement in a baby blue Gucci by Tom Ford shift dress from 1998, previously worn by Anna Wintour.
• Vanity Fair Oscar Party (March 2025): She turned heads in a strapless black Saint Laurent gown from the label's 1987 couture collection.
• Her desire to establish Rhode as a brand with enduring strength rather than as a passing fad is in line with her constant decision to wear renowned vintage pieces.

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What Does This Mean for Rhode?

The style strategy comes during a monumental year for Bieber's business. In a landmark deal, e.l.f. Beauty acquired Rhode for $1 billion in May. Bieber will continue as founder, chief creative officer, and head of innovation, overseeing the brand's creative direction and product development.

Speaking at the Business of Beauty Global Forum, Bieber revealed her "gut" feeling about the deal and her immense confidence in Rhode's future. "I know we've only been around for three years, and we're still such a baby, but I do see us being a legacy brand," she said. "Rhode's going to go down as one of the greats."

Her curated, vintage-inspired press tour wardrobe is more than just fashion; it's a visual metaphor for building a brand meant to last.