The Rhode founder’s Adanola capsule turns rehearsal-wear alterations, like tights cut into boleros, into a finished product. It goes live Oct. 15 at 2 p.m. ET
Hailey Bieber and Adanola release a 23-piece capsule based on the model’s 12 years of ballet training on Thursday, Oct. 15, at 2 PM ET, on adanola.com, the British activewear brand said. The Hailey Bieber Adanola collection covers trousers, knitwear, sweatshirts, yoga pants and accessories.
Bieber worked on the design side of this collection. Kendall Jenner, by contrast, fronted Adanola’s January 2025 campaign. Bieber founded Rhode, the skin care and makeup brand that e.l.f. Beauty acquired in August 2025, according to e.l.f.’s annual filing with the Securities and Exchange Commission. Rhode was a product business she ran. Adanola is now trying to borrow that credibility for clothes.
The Bolero Started as Cut-Up Tights
Adanola said the collection comes from the alterations dancers make to their rehearsal uniforms: rolling and ruching trousers, cutting tights into bolero tops and cropping sweaters. The Shawl Knit Bolero and Modal Overlay Trousers draw on that habit. The Rib Knit Leg Warmers and a Sling Bag carry an embroidered Adanola x Hailey Bieber logo.
The palette runs from vintage blue, mauve and chalk lilac to marshmallow white. It also includes Coffee Bean, the brown Adanola already sells across its mainline. A polar fleece is the heaviest piece in the lineup.
Bieber Worked on Fabrics and Fit With Hyrum Cook
Bieber developed the collection with founder Hyrum Cook and Adanola’s design team, and the brand said she influenced silhouettes, fabrics, and color. “I wanted to build a collection that moves seamlessly from workout wear to streetwear,” Bieber said in Adanola’s announcement.
Cook framed the deal as an extension of Bieber’s existing style. “Hailey has always felt like a natural fit for Adanola,” he said. Before the collaboration, Bieber had worn the label’s mainline, including its Ultimate workout sets.
Where New York Shoppers Can Find Adanola
The capsule launches on adanola.com. In person, Adanola’s mainline sells at 10 Equinox clubs in New York City, according to the brand’s stockist page. These include Flatiron, Soho, Bond Street, Hudson Yards, and Domino in Williamsburg. Adanola’s stockist page does not list the Bieber pieces at any of them.
As of Wednesday, Oct. 14, Adanola had not posted U.S. prices for the collection. On its site, the mainline Polar Fleece is listed at 65 pounds, and the Rib Knit Beanie at 34 pounds.
The Bolero Is the Piece to Watch
The concept is stronger than the usual celebrity edit because it starts with a habit, not a closet. A dancer’s cut-down tights are a studio-improvised fix. Adanola is selling that fix as a factory-finished product, and that is a harder product to sell. The bolero and leg warmers carry the idea. If those pieces sell on Thursday, Adanola has a design partner. If only the logo pieces sell, the company has paid for another campaign face.
Images courtesy of Adanola
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