How Hailey Bieber shaped Justin Bieber’s ‘Swag’ album amid split rumors

Justin Bieber shocked fans with the surprise release of his seventh studio album, Swag, on July 11, 2025—his first since 2021.

The album arrives amid swirling rumors about his marriage to Hailey Bieber, their new baby, and his split from longtime manager Scooter Braun. According to sources close to the couple, Hailey had a major role behind the scenes of Swag, helping shape what insiders are calling Justin’s “most creatively free” album yet.

While many headlines in the past year focused on tension in their marriage, a source told People that Hailey was deeply involved during the album’s creation. “Everyone knows Justin as a performer. They now get to know the artist Hailey has always known,” the insider said. The couple recently welcomed their son, Jack Blues, making Swag a milestone in both their personal and professional lives.

Hailey reportedly encouraged Justin to trust his instincts and speak his truth. The emotional track “WALKING AWAY,” which directly addresses marital struggles with lyrics about “growing pains” and promises not to leave, has sparked speculation about their relationship status. Yet sources emphasize Hailey’s unwavering support.

Beyond personal lyrics, the album also features Justin sampling viral moments like his “standing on business” paparazzi quote, giving Swag both cultural weight and emotional depth. With features from Sexyy Red, Druski, and Dijon, and praise from critics like Rolling Stone, Swag is a bold new chapter—both musically and personally—for Justin Bieber.