Ever since Hailey Bieber was first romantically linked to Justin Bieber in 2015, she’s been fighting an uphill battle. Their pairing came hot on the heels of Bieber’s breakup from Selena Gomez —a fan favourite relationship if there ever was one — which meant Hailey Bieber (then Baldwin) was on the backfoot from the very start.
Not only that, but in 2017, they briefly broke up and Justin Bieber reconciled with Gomez, leading many to believe that Hailey’s relationship with Justin was a mere farce, and that Jelena were the true “endgame”.
Even now, in 2025, after seven consecutive years of dating, nearly six years of marriage, and a year of parenting their son Jack, there are people who still believe Justin isn’t actually in love with his wife.
And it’s made only more contentious when Justin Bieber throws the rabid dogs a bone: like admitting that he once told Hailey she would never be on the cover of Vogue, something he shared on Instagram yesterday when her Vogue cover was revealed.
“This reminds me when [we] got into a huge fight, I told [her] that she would never be on the cover of Vogue, Yikes I know. […] Baby u already know but forgive me for saying u wouldn’t cuz clearly I was sadly mistaken.” He has since changed the Instagram caption to a selection of emojis.
But Hailey Bieber has had enough. She made this clear in her “In the Bag?” segment with Vogue yesterday, where she digs through her purse and reveals the candid items knocking about inside.
Generally, these videos go one of two ways. Ultra-staged, where A-listers happen to pull out a perfectly curated selection of personal items (and brands that they just so happen to have a deal with). Or refreshingly candid, where A-listers reveal the true, messy contents of their handbags in full (see: Ariana Grande, who had a black Loewe puzzle bag full of wired headphones and loose sweets).
Hailey Bieber chose neither approach. Following a selection of simple items, Bieber reveals her signature scent: Eau d’Nepo. “This is my favourite perfume, I’ve been wearing it my entire life,” she says. “It really does all the work for you without you having to do anything. Very effortless.”
This isn’t the first time Bieber has poked fun at her position as a well-known nepo baby. The daughter of actor Stephen Baldwin and graphic designer Kennya Baldwin, Bieber got into hot water not long ago when she wore a slogan tee that simply said “nepo baby” across the chest in 2023.
There are also layers to this. Hailey Bieber was mocked for an old “What’s in My Bag?” installment she did in 2016, where she revealed she had been carrying around a medical terminology textbook in her bag. Let’s just say not many people bought it.
Bieber makes a clear reference to this in her 2025 “In the Bag?” interview when she pulls out a copy of Friedrich Nietzsche’s “The Portable Nietzsche”, which she says she’s reading for the “fourth or fifth time”, and Immanuel Kant’s “Critique of Pure Reason”, from which she’s been “taking a lot of notes”.
Later, she pulls out an empty journal, which she says contains “all of her thoughts”, and a series of iPhones, which she declares are for “surfing anonymously, commenting, stalking, viewing girls pages, making multiple accounts — you know, that kind of thing.”
Finally, in the ultimate form of shade to the haters who have been conspiring against her since she got with Bieber, Hailey pulls out a “potion” she’s owned since she was young.
“I would say probably when I was around 12, my dad flew me to go meet with this witch who lived in the mountains and she made this specifically for me,” she says. “She made this specifically for me, she told me that it would make a young Canadian popstar fall in love with me. So, yeah, I’ve been taking this one for years.” Bad day to be a Hailey Bieber hater.
