1. The pink bikini is from Calzedonia’s “Minimal Fit Candy Pink” line, not Frankies Bikinis
2. There’s no mention of a Kylie Jenner x Frankies Bikinis collaboration in the recent coverage
3. The Calzedonia announcement was May 20; campaign images released June 8-9
4. She was named Global Digital Brand Ambassador for Calzedonia (not Frankies)
5. The campaign was shot in Palm Springs with ice cream props
6. No direct quotes from Hailey about the campaign itself in the coverage
Hailey Bieber, 29, was named Calzedonia’s new digital brand ambassador after the Italian swimwear brand unveiled her summer campaign in June.
Bieber starred in the brand’s official Summer 2026 swimwear campaign, launched May 20.
The campaign featured two key looks: a butter-yellow triangle bikini with black contrast piping and an ivory sequined two-piece, shot poolside by photographer Adrian Martin with a retro-inspired California summer aesthetic.
The pink moment that went viral came later.
The RHODE founder recently posed for Calzedonia’s new swimwear campaign and stole the show with her “candy pink” thong bikini.
For the shoot, Bieber wore a “Minimal Fit Candy Pink bikini.” To make it summer-appropriate, the mom of one posed with an ice cream in hand while keeping her mane open and wearing minimal makeup.
Calzedonia shared a gorgeous photo of Hailey on Instagram from the shoot in Palm Springs, wearing items from the new Minimal Fit collection while holding a melting ice cream. “Soft pink, strong energy, @haileybieber wearing our Minimal Fit Candy Pink bikini,” the post read.
The minimalist silhouette made waves on social.
Fans were in awe of her beauty and took to the comments to express the same. “gorgeous,” said a person in the post, while another fan called her “So pretty.”
The two-piece featured a classic triangle bikini top paired with Brazilian-cut bottoms, creating a sleek, barely-there silhouette that feels both timeless and modern.
The color popped.
The pastel candy pink hue adds a playful, feminine touch to the look, tapping into the continued popularity of soft sorbet shades and romantic color palettes for summer 2026.
Calzedonia has a strong history of tapping top it-girls, previously working with Kendall Jenner across multiple campaigns and Heidi Klum, making Bieber a direct successor to that legacy.
Other photos from the campaign showed Bieber in different poses.
The shoot captured a distinctly California vibe.
Shot by photographer Adrian Martin, the campaign captures Bieber in a distinctly “California summer” mood, switching between a butter-yellow triangle bikini with black contrast piping and a nude sequin set.
The pieces carry a retro-inspired feel that taps into vintage trends dominating fashion right now, blending maximalism with the clean-cut silhouettes Bieber has made her signature.
Bieber’s own brand continues to expand alongside her ambassadorships.
Bieber has active brand relationships with Victoria’s Secret and Tiffany & Co., while her beauty brand Rhode, acquired by e.l.f. Beauty in 2025 for approximately $1 billion, continues to expand globally, with a Sephora Europe launch slated for autumn 2026.
The campaign marks Hailey’s first appearance as the brand’s Global Digital Brand Ambassador and offers a glimpse at the swimwear trends expected to dominate beaches and poolside destinations this season, including minimalist silhouettes, soft pastel hues, retro-inspired cuts, and an easygoing approach to summer glamour.