Justin Bieber made headlines at the Grammys when he took to the stage in just his underwear, prompting a surge of online speculation.
Beliebers were left startled when the Canadian superstar inexplicably performed his song 'YUKON' at the industry’s flagship award ceremony on Sunday evening, dressed in purple satin boxer shorts.
Bieber, who was nominated for four awards, including Album of the Year for 'Swag', was overlooked by Academy voters, leaving the Crypto.com Arena in Los Angeles empty-handed.
Bieber keeps it brief
Living the boxer short dream, the 31-year-old superstar made a brief onstage appearance, playing a matching purple guitar and a keyboard.
While the ‘What Do You Mean?’ singer was accompanied to the event by his wife, Hailey Bieber, amid ongoing rumours about their fractious relationship, it was his minimalist attire that stole the show.
Many fans took to social media to share their confusion and curiosity about his clothing choice.
Some later noticed that the common denominator was that the sparkling purple boxers were actually from Bieber’s own clothing brand, Skylrk, which sells items such as phone cases, clothing, and accessories.
The brand logo was visible on the waistband and decorated with crystal details.
Reports suggest the underwear sold out just minutes after his performance, strongly suggesting that the outfit may have doubled as a marketing strategy, with Bieber acting as a singing billboard.
However, fans also believe there may have been a deeper meaning behind the look.
Some viewers suggested that performing with such a simple outfit, without backup dancers, an elaborate stage ensemble, or visual effects, was meant to exhibit Bieber’s raw talent and vocals.
A few fans also postulated that the performance symbolized Bieber’s self-assurance and independence, showing that he is very much in touch with his own identity and returning to the music industry on his own terms following a four-year hiatus.
Whether the outfit was intended as an ingenious stroke of self-promotion, artistic expression, or both, it certainly translated into frenzied engagement.
A Grammys dominated by striking wardrobe choices and political activism
While Bieber’s swag was left up to debate, his wardrobe selection wasn’t the only eye-catching piece of finery on display on the red carpet; with plenty of jaw-dropping outfits competing for column space.
Heidi Klum attended the Trevor Noah-hosted event wearing a ‘naked dress’, a sculpted, latex-like garment that left little to the imagination.
Meanwhile, ‘Good Luck, Babe!’ singer, Chappell Roan, was decked out in a risqué red nipple-ring frock, with the vocalist later claiming that she was 'giggling' because she 'didn’t even think this is THAT outrageous of an outfit.'
In a prize-giving ceremony dominated by political statements and protests against Immigration and Customs Enforcement (ICE), several artists, including Bieber himself, wore ‘ICE out’ pins to display their discontent with the recent actions of the agency.