If there’s one thing Hailey Bieber understands better than most, it’s how to turn even a quick Pilates class into a full-on fashion moment. Whether she’s grabbing an iced matcha on the way to the studio or being photographed mid–errand run, her workout outfits are dissected with the same level of attention as her red-carpet looks. And lately, the mom-of-one has been favoring a particular activewear label that’s carving out serious space in the athleisure world: FORM Activewear.
Just recently, Bieber was spotted heading into class in a laid-back yet elevated ensemble that highlighted one of the brand’s signature pieces: the $62 criss-cross bra. Paired with sleek bike shorts and a semi-sheer long-sleeve by Intimissimi, the look was topped off with a pair of cloud-like slippers from her husband Justin’s SKYLRK brand. Effortless, polished, and practical — the outfit struck the kind of balance she’s mastered so well.
But this isn’t a one-off fling with FORM. Hailey has been weaving pieces from the Los Angeles–based label into her rotation for months now, signaling a longer-term love affair with a brand that’s quickly become a quiet force in the wellness-meets-fashion space.
The FORM-ula for Success
Founded in 2023 by wellness entrepreneurs Sami Clarke and Sami Spalter — affectionately known as “the Samis” — FORM Activewear was born as an extension of the thriving fitness community the duo built online. Their strength training app, also called FORM, attracted a dedicated base of over 60,000 monthly subscribers who were drawn to the mix of structured workouts and community-driven accountability.
Expanding into apparel was a natural next step. The same ethos that fueled the app — balance, intentionality, and a focus on feeling good inside and out — now extends to their clothing line. Each piece, from retro foldover pants to cozy wrap sweaters, is designed to transition seamlessly from workout to downtime, blurring the lines between gym wear and everyday fashion.
And the growth hasn’t stopped there. The duo also launched Transform, a podcast where they sit down with thought-leaders in wellness, broadening their reach beyond just movement and apparel. In less than two years, Clarke and Spalter have created a 360-degree lifestyle ecosystem that’s resonating with a generation hungry for authenticity in both fitness and fashion.
Hailey’s Favorites
Bieber has shown off her FORM staples everywhere from paparazzi snaps to mirror selfies. Fans have clocked her espresso-hued boat neck long sleeve, retro foldover pants, a scoop-neck lounge tank, and a cropped oatmeal wrap sweater. She’s even been spotted in the brand’s lime green mini shorts — a bold pop of color that proves FORM can deliver both neutrals and standout moments.
The criss-cross bra, however, has emerged as her hero item. Adjustable, sleek, and supportive, it’s become one of FORM’s most popular pieces — and thanks to Hailey’s repeated endorsements, it’s well on its way to cult status.
From Pilates to Pop Culture
Hailey isn’t the only A-lister to give FORM her stamp of approval. The brand has already landed in the closets of Kendall Jenner, Emily Ratajkowski, and Rita Ora, among others. Jenner in particular has made the cherry-red Core leggings a staple in her athleisure wardrobe, further solidifying FORM’s place as a go-to label for style-conscious wellness enthusiasts.
What sets FORM apart from other athleisure lines flooding the market is its intersection of functionality and fashion. These aren’t just gym clothes — they’re pieces that feel intentional, designed to be lived in. For today’s consumer, who is as likely to run errands in leggings as she is to sweat in them, that versatility is key.
The Bigger Picture: Activewear as Lifestyle
FORM’s fast rise reflects a broader cultural shift. Workout clothes are no longer confined to the gym; they’ve become central to how we define modern style. Whether it’s leggings paired with oversized blazers, sports bras styled under tailored coats, or sneakers worn to everything but the treadmill, athleisure has evolved into a fashion category all its own.
Hailey Bieber sits at the perfect intersection of that trend. As both a model and the founder of beauty brand Rhode, she embodies the fusion of wellness, style, and business that modern consumers look up to. Her support of FORM not only spotlights a brand on the rise but also reinforces her own role as a tastemaker in the lifestyle space.
What’s Next for FORM
If the brand’s trajectory is anything to go by, FORM is only just getting started. With a growing celebrity fanbase, a dedicated community of fitness followers, and the continued vision of Clarke and Spalter, it’s poised to expand beyond activewear and into a full-fledged lifestyle empire.
For Hailey, that means plenty more opportunities to set the tone for what Pilates ‘fits — and beyond — will look like in the seasons ahead. Whether she’s pairing a sports bra with slouchy trousers or elevating leggings with chic outerwear, she proves time and again that style doesn’t need to be sacrificed for comfort.
And as FORM continues to blur the line between gym clothes and streetwear, one thing feels clear: Hailey Bieber isn’t just wearing the brand — she’s helping define what it means to live in it.
