Hailey Bieber didn’t hold back as she addressed critics while promoting husband Justin Bieber’s surprise album Swag on social media.
Amid ongoing rumours surrounding the couple’s marriage and concern over Justin’s recent behaviour, the model took aim at those fuelling speculation by re-sharing a photo of the singer’s towering billboard in New York’s Times Square.
She appeared to clap back at the gossip, calling out the “losers” making assumptions about their relationship as Justin focuses on his long-awaited music comeback, which was partly recorded in Iceland.
Re-posting one of the album’s billboard to her Instagram Stories, she wrote: “Is it finally clocking to you f**king losers?” - a pointed reference to a recent viral moment involving her husband and paparazzi.
Hailey’s post seemed to be a direct response to the ongoing chatter about the couple’s relationship, with Hailey implying that Justin’s recent behaviour wasn’t linked to marital tension, but was instead a byproduct of the intense work behind his new music.
Last month, Justin’s exchange with a paparazzo, who appeared to have followed him to the beach, took off online.
In the clip, he said: “I’m a dad, I’m a husband, you’re not getting it. I don’t give a f*** if you’re on the sidewalk, I’m a human f***ing being, you’re standing around my car at the beach.
“You don’t think I’m a real f**king guy, do you? You’re going to take this video out of context, you’re going to say I’m mad. I don’t know who the f*** is paying you to provoke me, but I’m not the f***ing one.”
He added: “It’s not clocking to you that I’m standing on business.”
Justin, 31, unveiled the 21-track project just hours after teasing it on social media with global billboards popping up in cities like Los Angeles, New York, Atlanta and Reykjavík.
The monochrome ads showed a shirtless Bieber alongside the word “Swag,” sparking immediate speculation about a new era for the pop star.
The album, which includes collaborations with Gunna, Sexyy Red, Druski, Lil B, Dijon, Marvin Winans, and others, marks Bieber’s first full-length release since 2021’s Justice.
One track in particular, Therapy Session, is a spoken-word skit featuring comedian Druski that appears to hit back at growing public concern over Bieber’s mental health, with lines referencing fans claiming he’s “losin’ his mind.”
Another song, Walking Away, includes cryptic lyrics that fans have interpreted as potentially addressing ongoing rumours about tension in his marriage to Hailey, 28.
The couple, who welcomed their first child, son Jack Blues, 10 months ago, have faced intense public scrutiny in recent months.
On the same day Swag dropped, Justin shared a flurry of moody family photos on social media, including Hailey holding a pickleball paddle, shots of Jack crawling in the grass, and close-ups of his tiny hand. Notably, the couple kept their son’s face hidden.
Fans expressed mixed emotions online, with some celebrating Bieber’s return to music, while others voiced concern over his flurry of posts and the deeply personal tone of the new tracks.
Despite that, the surprise release has generated major buzz — and reignited speculation around the couple’s private life.
One fan wrote on X: “I want everyone who said Justin and Hailey gonna divorce to listen right here cause he ain't walking away.”
“Justin Love Hailely... liKe that's his TRUE LOVE!!!” another fan said in response to the new release.
A third added: “Miss Hailey idk what you doing but keep doing it PLEASE.”
