Overview

• Bieber released Swag II on September 5, with multiple tracks praising Hailey and referencing their 2018 wedding and 2024 vow renewal, including the song “I Do.”
• The couple left a New York City release party together on September 5–6, with Hailey in a silky black dress and Justin’s hand on her waist, as photographers captured the moment.
• Celebrities including Lori Harvey, Alix Earle and Livvy Dunne were photographed at the event, which followed July’s rollout for Swag.
• Shortly after the album dropped, Bieber posted sultry images of Hailey on Instagram and shared a separate family photo of Hailey and their one-year-old son, Jack, on a private jet.
• Days later, the pair skipped the MTV VMAs in Elmont despite Bieber’s Best Pop Artist nomination, a choice that continued a tightly managed release narrative focused on family.