Politics
Why Did Justin Bieber Perform At The Grammy Awards In Just Boxers?
Justin Bieber certainly turned heads at the recent Grammy Awards when he performed in nothing but his satin boxers – but it turns out this was actually a subtle marketing opportunity.
During a very stripped-back performance of Yukon on Sunday night, the Canadian star took to the stage in just lavender boxer shorts and socks, debuting a rumoured new tattoo in honour of his wife Hailey in the process.
It now looks like Justin – who was nominated for four gongs at the ceremony – was also using his return to the Grammys stage to market his own fashion brand, Skylrk, as it’s since been pointed out that the brand’s double-blob logo was visible on the boxers, embroidered in crystal patches.
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Justin launched Skylrk in July last year, offering comfort-oriented pieces, including $250 (£185) pleated jeans, $200 (£148) sunglasses and $80 (£60) slides.
Of course, the As Long As You Love Me singer is no stranger to overseeing his own own clothing label – in 2018 he co-launched his former venture, Drew House, before finally pulling out of the brand in April 2025 after months of rumoured in-fighting and conflicts with the co-owner, Ryan Good. Months later, he started Skylrk, and has since been sharing prototypes and designs on his social media pages.
Justin’s decision to wear just his brand’s underwear was apparently one he made right at the last minute.
During a recent interview with Rolling Stone, the Grammys’ executive producer explained that, unlike most artists, Justin hadn’t heavily pre-planned his look days before the performance.
“When we had reached out to him about his creative, he was just like, ‘I’m just going to get on stage and sing’,” producer Ben Winston said.
He also revealed that Justin barely used his allotted time to rehearse and left after around 15 minutes of his 90-minute slot, happy with the results.
“It was all him. It was a career-defining moment for him. It was so different to what we’ve seen over the years,” Winston added.
Justin’s next major performance will be in April, as he headlines Coachella – and we wonder if he’ll debut another piece from the Skylrk line.