On July 12, the 28-year-old model and Rhode Beauty founder shared a playful filtered selfie on her Instagram Story—complete with exaggerated lips and eyes—but it was the background audio that raised eyebrows: Mariah Carey’s Obsessed, a song widely regarded as a diss anthem.

Though Hailey didn’t name anyone, the timing left little ambiguity. Braun had just taken to Instagram to call Swag “the most authentically Justin Bieber album to date,” adding: “There comes a time when an artist fully steps into their own… I’ve played no role in this one, but as someone who’s always believed in him, I’m incredibly proud and impressed.”

Fans and media swiftly interpreted Hailey’s use of Obsessed as a pointed response. The implicit message: if Braun was so obsessed with the album, perhaps he should’ve stayed out of it. Observers noted the “straightforward but extremely shady” tone of the post.

Later, Hailey posted another Story that celebrated the album’s Times Square billboard and its chart-topping performance, captioning it with fiery defiance: “Is it finally clocking to you f**ing losers?” The message served both as a clapback to critics and further confirmation of her protective stance toward Justin.

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Swag, Justin Bieber’s seventh studio album, was released July 11 via Def Jam and marks his first full-length project since 2021’s Justice. The surprise 20-track release has been hailed as his most personal and authentic work yet, with themes of fatherhood, therapy, and marriage imbedded throughout. On its first day, the album hit 74 million Spotify streams, marking a record for Bieber.

This isn’t just Hailey Bieber shading and acting like a mean girl, which she has been accused of in the past, but underlines the tensions surrounding Justin’s professional split from Braun in 2023 and their subsequent financial settlement over tour debt in 2024.

While Scooter’s praise may have been a genuine reminder of their long history, Hailey’s response suggests the Biebers prefer to draw a clear line between past and present. As the couple enjoys a Mediterranean break with their son Jack Blues and friends, the timing of Hailey’s posts makes it clear: some chapters are meant to stay closed.