Move over butter yellow—Hailey Bieber is making lemon the season’s signature shade. Celebrating the launch of her newest Rhode lip treatment, lemontini, Bieber has officially kicked off what she’s calling Lemon Drop Summer. The campaign’s backdrop? The sunny, stylish shores of Mallorca, where Hailey is serving citrus-forward fashion in a custom Emilio Pucci set.
The model and beauty mogul leaned into bold nostalgia with a lemon yellow look straight from the Y2K dream closet: a printed bikini top, cropped jacket, and capri pants combo designed exclusively by Pucci. Paired with kitten-heeled flip-flops and Méga jewelry, the outfit was equal parts retro and runway.
Bieber’s declaration isn’t just about promoting a product—it’s a full-fledged aesthetic movement. She’s been sporting pedal pushers on repeat, from polka dots to pared-back black, subtly reviving the once-polarizing pant. Now, she’s turning her attention to color, boldly dismissing butter yellow as passé in favor of something zestier.
With her style credibility and beauty brand synergy, Bieber is poised to make lemon yellow the it hue of summer. If Strawberry Girl Summer was sweet, Lemon Drop Summer is sharp, bright, and ready to take over your feed.
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