Here is the Terry Richardson-shot campaign for Justin Bieber’s highly anticipated new fragrance, Someday. The campaign co-stars Dree Hemingway (let’s be honest, she’s more like a supporting actress here) and it somehow manages to position her as something of a cougar. Hemingway is only 25 but the Biebs is just 17, and in this shot, she looks like she wants to take a bite out of him. Think it will go over well with the Beliebers?
Bieber’s camp has also created a YouTube channel for the fragrance, which currently features the commercial for the fragrance and a behind-the-scenes making-of clip. Hemingway only stars in the print campaign–a girl who seems a bit closer in age to Bieber stars in the commercial, though she could be Heminway’s little sister. Apparently, spritzing on some eau de Bieber is transporting–Bieber appears like in a dream and frolics with the wearer in the clouds.