Justin Bieber’s “stripped and naked” onstage appearance at the 2026 Grammy Awards was interpreted by fans as symbolic, with many saying his nearly nude performance “reminded the world why he’s a legend.”
Before stepping on stage to perform “Yukon” at the 2026 Grammy Awards, Justin Bieber strutted down the red carpet in all-black ensemble featuring a black shirt under an oversized double-breasted blazer, paired with baggy trousers and polished dress shoes.
This year, the 31-year-old Canadian singer was nominated for Album of the Year, Best Pop Vocal Album, Best Pop Solo Performance for “Daisies,” and Best R&B Performance for “Yukon.”
While he didn’t take home a trophy, he is no stranger to Grammy success, having previously won Best Dance/Electronic Recording in 2016 for “Where Are Ü Now” with Jack Ü and Best Country Duo/Group Performance in 2021 for “10,000 Hours” with Dan + Shay.
But it wasn’t his nominations that lit up the internet.
‘Subtle marketing move’
As he stepped on stage to perform “Yukon,” fans quickly noticed the absence of backup dancers, elaborate staging or visual effects – and that he was only wearing light purple boxers and socks, that he paired with a purple guitar.
Initially, the New York Times suggested that the look was a “subtle marketing move.”
“Look closely and the label’s nebulous, double-blob logo was visible on the waistband and in embroidered crystal patches,” the outlet wrote, pointing at the design that’s used to identify Skylrk, a clothing and accessories brand Bieber has been quietly developing for several years.
Bieber’s brand
According to GQ, the “Baby” singer first teased Skylrk in December 2023, when paparazzi photographed him wearing neon slides and basketball-style sneakers with the Skylrk imprint.
Then, over the next year, both Bieber and his wife, 29-year-old Hailey, were seen wearing Skylrk items, with sightings increasing significantly in 2025 as the singer began posting about the brand on Instagram, often sharing behind-the-scenes glimpses of the production process.
Justin bieber Performed his hit song “Yukon” at the 2026 grammys in New Skylrk Shorts pic.twitter.com/cPVbkkd8nL
On July 10, 2025, Bieber released the first official Skylrk collection and his Grammy appearance marked the highest-profile exposure yet for the brand.
In fact, according to Skylrk’s official website, the boxer shorts sold out shortly after the performance.
Despite the hype of him using the stage as a marketing effort, Grammys executive producer Ben Winston addressed the performance and suggested the outfit choice may not have been promotional.
“I don’t think he decided what the outfit would be until he walked on stage,” Winston said, adding that during his short rehearsal for the Grammy performance, he didn’t say: “This is what I’m going to do.”
“When we had reached out to him about his creative, he was just like, ‘I’m just going to get on stage and sing,’” he said, per US Weekly.
‘No flashiness…just pure talent.’
While marketing speculation gained traction, many fans believed the minimalist performance carried artistic meaning.
Viewers praised the absence of spectacle and suggested the simplicity highlighted Bieber’s vocals and musicianship following a four-year hiatus.
“Not a [Grammys] fan but he slayed it. Raw, simple, brave, heartfelt, no big puff production, best thing on there last night,” one fan tweeted.
Others viewed the performance as a statement of independence. “Four years of waiting and Justin Bieber just reminded the world why he’s a legend…The vocals? Crispy. The stage presence? Unmatched. THE KING IS HOME,” another wrote.
A third fan interpreted the moment more symbolically, saying, “This Grammy performance symbolized how Hollywood took everything from Justin Bieber to the point where he felt stripped and naked, and now he’s finally at peace with himself just performing his music alone, no flashiness, no noise, just pure talent.”
Whether the boxer-clad appearance was a carefully timed brand showcase, a spontaneous creative decision, or a personal artistic reset, the reaction was immediate – and intense.
Do you think Bieber wore his briefs as a marketing move or do you believe he wanted to shut out the noise and let his raw talents own the stage? Please let us know your thoughts and then share this story so we can hear from others!