Decoding Hailey Bieber's 'officecore' fashion campaign on the day Rhode landed at Sephora. An analysis of the powerful vintage outfits and the message behind the image of a modern CEO.

September 8, 2025, will be remembered not only as a significant milestone for the cosmetics brand Rhode but also as the day Hailey Bieber turned the entire city of New York into her personal runway. The official launch of Rhode in the Sephora retail ecosystem is a major step, elevating the brand from a social media phenomenon to a formidable force in the beauty industry. To commemorate this moment, Hailey didn't just host an event. She executed an ambitious 24-hour fashion campaign with "officecore" as her guiding principle, cementing her image as a young, successful, powerful, and incredibly sophisticated businesswoman.

Photo: GETTY IMAGES

Through the talented hands of stylist Dani Michelle, Hailey wove a compelling fashion narrative. Each outfit, mostly classic vintage designs, was not a random choice but a strategic move, representing a different facet of her role as a founder. From Wall Street to Soho, from Times Square to private parties, this was a masterclass in using fashion as a tool for communication and brand-building.

The Wall Street Businesswoman: The Power of the Power Suit

To kick off the momentous day at a location that could not be more symbolic – the New York Stock Exchange – Hailey chose an outfit that said it all: power, seriousness, and ambition. She wore a pinstripe power suit from Calvin Klein's Fall-Winter 2025 collection. With its collarless blazer design, strong '80s-inspired shoulder pads, and a knee-length midi skirt, the suit created a sharp and authoritative silhouette. This was not a safe choice, but a direct statement, asserting Rhode's position in a highly competitive business world. A pair of classic black pointed-toe heels was the perfect finishing touch, honoring an unshakeable professional image.

Photo: GETTY IMAGES

Fashion Legacy: The Sophistication of Vintage Designs

The centerpiece of Hailey's fashion campaign was her tribute to fashion's heritage. The choice of vintage designs from previous decades demonstrates a deep understanding and a timeless aesthetic.

In Soho, Hailey created a viral moment when she wore a teal silk shirt from Gucci's Fall-Winter 1995 collection from the Tom Ford era. The shirt, only casually fastened, is an iconic design once worn by legendary supermodels Kate Moss and Amber Valletta, and is also associated with Madonna's explosive appearance at the MTV VMAs. This choice was not just beautiful; it was an intelligent move, placing Hailey and Rhode in the same historical lineage as major cultural icons.

Photo: GETTY IMAGES

Later, at the launch event in Times Square, she continued her journey back in time with a charcoal gray V-neck top and a mini skirt from Donna Karan's Spring-Summer 1996 collection. Donna Karan is the definition of American workwear, and Hailey's choice of this design was a tribute to the legacy of working women who paved the way for a new generation of young female entrepreneurs like herself.

Photo: dailydoseofjdb

The Modern CEO: From Boardroom to Evening Gala

A modern CEO doesn't just work from 9 to 5. Their style must be flexible enough to transition from the boardroom to evening parties and networking events. Hailey demonstrated this versatility perfectly.

At a private party, she transformed an '80s-style wrap leather blazer into a unique top, accentuated with a wide belt. The combination of the strong leather material and a soft black silk skirt created a perfect balance between power and allure.

Photo: GETTY IMAGES

At another stop in Midtown, Hailey presented a subtly sensual image by pairing a black lace camisole with a soft leather blazer by Yves Saint Laurent (also from the Tom Ford era). In her hand, she carried a large clutch by Phoebe Philo, a choice that affirmed a minimalist and intellectual aesthetic. In all these moments, Hailey's glowing, radiant skin was the most precious accessory—a living and persuasive advertisement for her own products.

Photo: GETTY IMAGES

Photo: GETTY IMAGES

The Haute Couture Moment: The Ultimate Statement

To conclude a long and successful day, the most brilliant highlight was reserved for the evening party. Hailey completely transformed from her "officecore" image to step into the lavish world of haute couture. She appeared resplendent in a design from Ashi Studio's Fall-Winter 2025 Haute Couture collection, featuring a strapless corset paired with a godet skirt made from a unique deep brown calf-hair material. The ensemble was both sensual and dramatic, serving as the ultimate statement of success and a worthy reward after a flawless campaign.

Photo: archivedrunway

Photo: archivedrunway

Throughout her 24 hours in New York, Hailey Bieber didn't just launch a product. She told a compelling story of maturity, ambition, and the power of women in the modern business world. By using the fashion archives as a communication tool, she proved that style is not just clothes; it's a strategy. From the power suit on Wall Street to the vintage Gucci shirt, each choice was a chapter in the story of Rhode: a brand that is sophisticated, confident, and has depth. And while the designer outfits captured all the attention, the most valuable assertion ultimately came from her own glowing skin—a living testament that the best product is the confidence that radiates from within.

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