Justin Bieber made a striking return to the Grammy Awards stage on Sunday night, performing for the first time since 2022 with a minimalist rendition of his song “Yukon.” The performance doubled as a bold fashion statement, with the pop star appearing shirtless in pale blue silk boxers and black socks from his own clothing brand, Skylrk, while playing a purple electric guitar under a single spotlight.
“Yukon” is the second single from Bieber’s seventh studio album, Swag, and was nominated for Best R&B Performance, though it lost to Kehlani’s “Folded” during a pre-broadcast segment. The stripped-down performance marked Bieber’s return to live public appearances ahead of his major comeback in April, when he is set to headline Coachella. Swag is also nominated for several major awards this year, including Album of the Year.
Ahead of the album’s critically acclaimed release last year, Bieber had focused on building Skylrk, his second fashion brand, which offers colourful sweats, sunglasses and slide sandals. In January, the brand expanded into underwear, making Bieber’s Grammys appearance a high-profile showcase for the new product line.
Justin’s wife, Hailey Bieber, watched from the audience wearing a sleek black Alaïa dress. Her outfit drew attention given her ongoing association with Saint Laurent, a brand name referenced in the lyrics of “Yukon,” which many fans believe was written about her.
The performance blended music, fashion and branding, reinforcing Bieber’s re-entry into the spotlight as both a recording artist and entrepreneur.
