From Bieber to Sweeney, celebrities are suddenly selling you their underwear

Major celebrities like Justin Bieber and Sydney Sweeney are increasingly pivoting to personal underwear and lingerie brands as the celebrity-backed spirits market reaches a saturation point.

Justin Bieber’s appearance at Sunday’s Grammy Awards turned into a viral marketing stunt for his new accessory line, Skylrk. Performing a lo-fi rendition of his song “Yukon,” the singer took the stage wearing only a guitar and shimmering, baggy boxers. The underwear, part of a collection launched in July, reportedly sold out overnight following the unconventional televised promotion.

This trend follows recent high-profile launches like Sydney Sweeney’s lingerie brand, Syrn, and Kim Kardashian’s controversial “faux hair” Skims thongs. Industry experts note that while celebrity tequila has likely peaked, clothing lines offer a higher degree of difficulty. “A clothing line you have to worry about fit… you always have to come up with something for next season,” noted UCLA’s Olav Sorenson.

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