Hailey Bieber's personalised belly chain is so 2000s - we can't cope

April 2024 · 3 minute read

The fashion muse and wife of Justin Bieber is continuing her 'cheugy' accessories hype

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Hailey Bieber and another iconic accessory we’re obsessed with? Groundbreaking.

The 26-year-old beauty entrepreneur, model, and wife of global megastar Justin Bieber owns a plethora of iconic accessories, from the dazzling B chain she hasn’t taken off since August (keep reading to discover its eyewatering price) to affordable street style heroes like Missoma, her bijouterie selection reflects her fashion agenda: elevated, varied, and utterly cool-girl approved.

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In her latest mega jewellery moment, Hailey shared a close-up image of the personalised belly chain she wore on a shoot for GQ magazine, photographed by Tyrell Hampton, featuring individual gold letters adorned with winsome charms, creating the word ‘Bieber’.

MORE: Alexa Chung wore a cheugy personalised bag on holiday and honestly it's still a vibe 

READ: Hailey Bieber just made a major announcement about Rhode 

The retro chains first appeared back on our radar in 2021, when Chanel and Dior presented them in their A/W runway collections, and the were one of the many Y2K trends to reemerge on mainstream fashion agendas in summer 2023. On a late summer holiday in Ibiza, Rita Ora wore the ‘Tania's Minimal Body Chain’ from the independent label Posh & Pearls’ collection with Tania Shroff. Handmade in Spain, the minimalistic gold chain I was adorned with Swarovski glass crystals, adding a touch of elegant glam to her look.

Kim Kardashian, Rihanna and Halle Bailey were also fans of the trend this year.

MORE: Rita Ora gave an iconic 90s accessory the chicest summer makeover 

READ: 11 pieces of jewellery you need for an Autumn refresh

Though belly chains are perhaps more of a 90s trend, the personalisation of Bieber’s chain oozes cheugy vibes. The cheugy aesthetic, (pronounced 'choo-gy') is a term unsurprisingly deriving from the Gen-Z vernacular and is basically everything about the 2010s that still makes us shiver. Think: 'Live Laugh Love,' emoji cushions, and song lyrics as the only acceptable form of captions and Blackberry messenger statuses. 

Personalised accessories played a major part in this iconic fashion era. Earlier this year, Alexa Chung put a 2023 minimalistic spin on an oversized tote which boasted a gigantic 'A' in the centre, epitomising the 2010s aesthetic.

Another customised trend that has been given an elevated makeover this year is personalised necklaces. Incase you missed it, Hailey has been wearing a statement ‘B’ necklace for every occasion since the summer. 

Steven Stone's Leading Diamond Expert, Maxwell Stone, explained the necklace was designed by Alex Moss and said: “Hailey’s necklace is a substantial piece, so I’d estimate it to be worth around $50,000 (£41,000).”

Last week, searches for ‘bubble necklace’ surged by 103% according to digital agency We Are North, proving Hailey’s stratospheric influence in the fashion sphere.

Though the British autumn wear may not allow for us to be wearing belly chains at the moment, watch out for personalised ones next summer. For now, keep the cheugy aesthetic going with personalised bags and jewellery.

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