In the past few days, Instagram has been filled with mysterious photos, minimalist aesthetics, and a cool vibe that caught the attention of anyone into fashion, pop culture, or celebrity branding.
We’re talking about SKYLRK, Justin Bieber’s new brand.

As a proud Belieber and marketing professional, I decided to break down some key points about the pre-launch positioning of SKYLRK — what’s working, what could be improved, and what we as entrepreneurs can learn from it.

What SKYLRK is doing right

1. Leveraging Justin Bieber’s massive influence

There’s nothing more powerful than the founder being the brand’s best ambassador.
Justin is seen wearing the pieces in casual moments, spontaneous videos, stories with friends — and that instantly creates desire.

It’s like he’s saying: “this is not just a brand — it’s who I am.”
And that’s exactly what fans are buying: a direct connection with him.

Strategy in use: Authority + Social Proof + Storyliving

2. Turning his inner circle into brand extensions

Justin activated his close circle — Hailey, friends, producers, family — to wear the products. This creates a subtle but powerful message of tribe and belonging.

It’s an unspoken communication that says:

“If you’re in my life, you wear SKYLRK.”

3. Consistent visual identity and minimalism

The visual language is clean and deliberate:

• Neutral tones

• Soft, comfortable pieces

• A tactile, cozy aesthetic

• A feed that’s visually cohesive and artistic

It communicates exclusivity and artistic maturity — a brand that’s not trying too hard to sell, but rather to exist with intention.

What could improve

1. Lifestyle storytelling is missing

While it’s great to see Justin wearing the pieces, the brand still feels very product-centered (details, textures, colors).

What’s missing:

• A clear representation of the lifestyle SKYLRK stands for

• Emotional storytelling and real-life context

• Moments and moods that make the audience feel something

Right now, SKYLRK is selling hoodies and sunglasses. But we know it’s meant to be more than that — a lifestyle brand in the making. The Instagram just hasn’t fully shown that yet.

What Brazilian entrepreneurs can learn from this

• You are your brand’s most powerful asset. Show your face.

• Use your network as a living portfolio. Real people sell better than polished ads.

• Aesthetic and consistency build desire. But emotion is what closes the sale.

• Don’t just show the product. Show what it represents.

Final thoughts

SKYLRK’s pre-launch is a great case study on how personal branding and emotional influence can launch a product into the spotlight.

But it also reminds us:
Even the strongest visuals need stories behind them.
Even the biggest names must create connection, context, and aspiration.

I’m excited to watch SKYLRK grow —
And in the meantime, I’ll be here… observing every detail with a fan’s heart and a strategist’s mind.