LONDON — The British activewear brand Adanola, which has worked in the past with Kendall Jenner, Lila Moss and Rosie Huntington-Whiteley, is embarking on its biggest celebrity partnership yet with Hailey Bieber, who has co-created a ballet-themed capsule collection that’s set to launch on Thursday.
The collaboration with Bieber, cofounder and creative director of Rhode skin care and cosmetics, comes amid double-digit growth at the Manchester, England-based brand, where annual sales have reached nearly 140 million pounds.
The new, 23-piece collection has been more than a year in the making and was a collaborative effort, with Bieber proposing the ballet theme and consulting on colors, fabrics, silhouettes, product sampling, fit and development. She also appears in the campaign.
Adanola chief executive officer Niran Chana said in an interview the brand tapped Bieber because “she’s an icon of this generation, a fashion and media figure, and the esteemed business woman behind Rhode. We are very intentional with the creators we work with, and this felt authentic, and really aspirational. She’s been our muse and vision for a long time.”
The brand’s founder Hyrum Cook said Bieber “knew exactly what she wanted. Her idea was always to lean into the ballet inspiration. We loved it.”
Bieber, who drew on 12 years of intense ballet training as a child and who still retains the “muscle memory” of those days at the barre, did not enter into the collaboration lightly.
“I’m pretty strict and selective about partnerships, and I don’t really lend myself to a lot of collaborations,” Bieber said in an interview, adding that the last clothing collaboration she did was for her husband Justin Bieber’s brand Skylrk.
“But I work out almost every single day, and I am a fan of Adanola. I think they do ‘gym to the street’ very well. I felt like the collaboration sounded fun and made sense, and they gave me free rein to do what I wanted. I am really grateful they put so much trust in me, and I that was able trust them. I think we came up with a really great collection,” she added.
Hailey Bieber in the Adanola x Hailey Bieber campaign.
Bieber said inspiration came “from the leotards and color combinations I used to love, the multilayered warm-up wear, tights and track pants with leg warmers. In ballet, you start with a lot of things on, and then shed them as you go. That was the concept, and then we kind of built it from there.”
Colors include dusty pink and mauve, blue, yellow, black and Adanola’s signature shade of coffee bean. Bieber said she didn’t want any “stark ballerina pink because that’s been done before. We looked at different colors that made sense together. 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.”
The capsule includes a shawl knit bolero, and overlay trousers that can be paired and layered with rib-knit leg warmers. There is also a polar fleece jacket, a knit zip-through sweatshirt, fold-waist yoga pants and tops with scoop backs, crop sleeves and V-neck designs. The Sling bag is embroidered with the Adanola x Hailey Bieber logo.
Chana described the collection as “a modern day take on ballet with Hailey’s handwriting,” that’s been fused with Adanola’s silhouettes, fabrics, color stories and commercial approach.
“There are lots of different categories and fabrications in the capsule because cross-merchandising is really important to us. We’re an active lifestyle brand, and we can hang out both in the world of fashion and of sweat — whether you’re running a 5K, going to a Pilates class or lifting weights,” he said.
Prices range from 34 pounds to 100 pounds, and are in line with the wider Adanola offer, which runs from around 30 pounds for a sports bra to 170 pounds for the Diamond down puffer coat.
Cook, who founded the brand in 2015, said he always wanted Adanola to be about “simple, minimalist products, quality fabrics and a high value offering.”
One of the top-selling products is a pair of high-waist, four-way stretch leggings from the brand’s Ultimate range that cost 40 pounds. According to the company, the Ultimate range sells one unit every seven seconds, with more than half a million pairs of Ultimate leggings sold in 2025.
Bieber said she worked a lot on fit. “It’s always the most important thing for me in general. I’m very picky about my workout clothes, how they adhere to the body. I was in a lot of the fit meetings with the models, pinning things on them, taking an inch out of things here and there, shortening and lowering. I’m hopeful that [the attention to fit] comes across in the collection,” she said.
Hailey Bieber in the Adanola x Hailey Bieber campaign.
Although she’s no longer practicing ballet, Bieber said the training serves her in her daily workouts, and helped her co-create the collection. “The dancer muscle memory stays with you forever,” said Bieber, who also worked closely with the Adanola team on the campaign, which was created in collaboration with OBB’s branded content studio, OBB Bolded.
Shot in Los Angeles against an evening skyline, the campaign draws on the same visual language that informed the collection — Bieber’s dance rehearsals and the functional off-stage uniform of ballet dancers. Bieber was photographed and filmed by London-based photographer and director Angelo Pennetta and styled by Dani Michelle.
During the interview, Bieber also talked about the common ground between Adanola and Rhode, despite their different product offer. “Adanola are very tapped into their consumer, and their community, and they produce clothing that their customer loves and wants. And that’s what we do at Rhode. I think we understand our consumer really well, we care about their feedback, and the community,” she said.
Going forward, Adanola will be staying the course. Chana said the company won’t be “chasing huge sales numbers or triple-digit-growth rates. We are looking to grow our business sustainably and we’ve spending a lot of time moving forward in the world of fabric development, and not rushing things through the supply chain.”
Around 85 percent of the business comes from the brand’s website, with the remaining 15 percent done with wholesale partners such as Selfridges. Chana said Adanola is set to reveal its first major North American partner soon. Revenue in the region rose 64 percent over the past year, and overseas markets now account for 14 percent of Adanola’s total revenue.
Chana added that while the celebrity marketing strategy remains key, “we are not working with them too often. You won’t see a celebrity drop once a month, once a quarter — or even once a year. For us, less is more. We are focused on women, driving meaningful brand activations while our product proposition will fundamentally remain active lifestyle,” he said.
