Stylist to Justin Bieber, Hailee Steinfeld and more
Arguably one of the year’s biggest comebacks, Justin Bieber’s return to music was complemented by a new look carefully constructed by Welch. The stylist also took his aesthetic (think long tees and copious flannel) directly to consumers through blockbuster deals with Barneys New York and Forever 21, brokered by Bieber’s manager Scooter Braun and Bravado’s Mat Vlasic (see story, page 43).
Working with Fear of God designer Jerry Lorenzo, Welch helped cultivate Bieber’s 30-piece capsule collection — a direct reflection of his Purpose Tour wardrobe — for Barneys in July. Signatures including tees emblazoned with Marilyn Manson’s face ($195) and drawstring-waist kilts ($840) marked the retailer’s first foray into music merchandise, and Welch sees it as an innovation not just in music style but in outreach to fans. “Jerry and I worked on all the tour clothes, and as a natural extension Justin wanted everything to trickle down to the show experience,” says Welch, 41. A more modestly priced Forever 21 line followed in August.
Despite having worked with an enviable roster of Hollywood talents (Olivia Wilde and Amy Poehler among them), the Laurel Canyon-based stylist maintains a steady presence in music: She dressed Lorde in Valentino for the Met Gala in May, Pink for her “Just Like Fire” video and co-directed Little Big Town for its “Girl Crush” clip with her husband, Matthew Welch.
But with Bieber, a fellow Canadian with whom Welch has worked for four years, she has found “a real, true muse,” she says. “He’s a real collaborator." - Adrienne Gaffney