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why did justin bieber perform in his underwear

Justin Bieber performed in his underwear at the 2026 Grammy Awards mainly as a mix of marketing move, image reset, and intentional “shock” statement rather than a random stunt.

What actually happened

  • At the 2026 Grammys, Bieber came on stage wearing only boxers (and socks) to perform his song “Yukon,” a stripped‑back, intimate set without big production or costumes.
  • The near‑naked look instantly became one of the most talked‑about moments of the night, dominating social media and entertainment coverage.

The most likely reasons

1. Promotion for his fashion/underwear brand

  • Reports and fashion write‑ups point out that the boxers he wore were tied to his label SKYLRK (also written as Skylrk), with branding visible on the waistband and embellished details.
  • His clothing line had recently expanded into underwear, and the Grammys performance worked as a high‑visibility “live ad” for the new products.

In other words, part of the answer to “why did Justin Bieber perform in his underwear” is: to spotlight and sell his own underwear line in the most high‑profile way possible.

2. A deliberate “stripped‑back” artistic image

  • Commentators framed the performance as intentionally minimal: no elaborate outfit, no heavy staging, just Bieber in plain boxers, a mic, and a low‑key setup.
  • This was his first Grammy performance in years, so performing almost naked acted as an attention‑grabbing “I’m back” moment and a symbol of vulnerability, with some analysis calling it a metaphor for being emotionally exposed under fame.

So another layer is an artistic/performative choice : visually “bare” to match an intimate performance and a narrative of openness and reinvention.

3. Pure shock value and viral buzz

  • Fans and forum users repeatedly asked “Why is Justin Bieber performing in underwear?” and “Why is he almost naked?” as clips spread across X, Reddit, TikTok, and YouTube.
  • The confusion and debate—some people calling it iconic, others calling it cringe—only amplified how viral the moment became.

From a PR perspective, it worked: his name, the Grammys performance, and the underwear brand were everywhere within hours.

4. No single “official” deep explanation

  • As of early February 2026, coverage focuses on three main interpretations: promo for his brand, a bold fashion/identity statement, and a symbolic “bare” performance about vulnerability and fame.
  • There isn’t one universally accepted official statement spelling it out in a single quote, so most outlets combine these angles when answering why he did it.

How forums and fans are talking about it

“Why is Justin Bieber almost naked on stage?”
“Is this supposed to be fashion or just an ad?”

Common takes you’ll see in discussions:

  • “Shameless plug for his own underwear brand.”
  • “Low‑key genius marketing—everyone’s talking about it.”
  • “Cringe mid‑life pop star era; this ain’t fashion.”
  • “He’s making a point about pressure, vulnerability, and being ‘stripped down’ in front of the world.”

So the short version:
He performed in his underwear at the Grammys as a high‑impact promo for his new underwear line , wrapped in a stripped‑down artistic choice that also delivered maximum shock and viral buzz.

TL;DR:
Justin Bieber’s underwear performance wasn’t random—it doubled as a bold comeback statement, a metaphor for vulnerability, and a huge live commercial for his SKYLRK/Skylrk underwear line.

Information gathered from public forums or data available on the internet and portrayed here.