From Hailey Bieber’s Gap era to Devon Lee Carlson’s dreamy Frankies Bikinis collection, these are the fashion, beauty and celebrity drops currently living rent-free in our heads.

There is always something launching on the internet.

A new lip product. Another celebrity collaboration. A limited-edition bikini that suddenly appears on every cool girl’s vacation dump. A fragrance you didn’t know you needed until someone described it as smelling like the exact version of yourself you want to become.

Keeping up is basically a full-time job.

Luckily, we consider scrolling research.

August has already given us some genuinely good launches across fashion, beauty and celebrity brands, and a few feel destined to make their way from the FYP straight into our closets, makeup bags and saved folders.

Welcome to The Launch List, The Relatable’s monthly edit of the new drops actually worth knowing about.

So, naturally, we need to talk about them.

 

Hailey Bieber x Gap Is Bringing Back Effortless ’90s Denim

 

 

Hailey Bieber and Gap might be one of the most obvious fashion pairings we’ve seen in a while.

And we mean that as a compliment.

The collaboration leans into the relaxed denim silhouettes that have basically become part of Bieber’s off-duty uniform: low-rise fits, extra-baggy proportions and that perfectly undone ’90s energy.

It’s casual. It’s nostalgic. It’s Hailey.

More importantly, it’s actually wearable.

This isn’t one of those celebrity collaborations where you love the campaign but have absolutely no idea where you’d wear the clothes. These are the kind of jeans you throw on with a white tank, ballet flats or sneakers and suddenly the outfit is done.

Why we’re into it: It taps into the return of relaxed, unfussy dressing without making the ’90s revival feel like a costume.

The Relatable verdict: Your “jeans and a cute top” formula just got an update.

 

Rhode Entered Its Bronzer Era

 

 

Just when we thought our Rhode collection was complete…

Hailey said absolutely not.

Rhode expanded its beauty universe with Pocket Bronze, bringing the brand’s signature minimal, glowy aesthetic into bronzer.

And honestly? It makes sense.

The brand has built an entire world around hydrated skin, flushed cheeks, glossy lips and that suspiciously perfect “I just got back from vacation” glow.

Bronzer was practically inevitable.

It also fits perfectly into the low-maintenance makeup routine we’re craving right now: skincare, brows, bronzer, blush, lip treatment, done.

Why we’re into it: It doesn’t feel like Rhode randomly entering another product category. It feels like something that was missing from the Rhode girl’s makeup bag.

The Relatable verdict: The no-makeup makeup bag continues getting suspiciously full.

 

Devon Lee Carlson x Frankies Bikinis Is the Cool-Girl Collab of the Summer

 

If your Pinterest board suddenly came to life, packed a suitcase and booked a house in Malibu, it might look something like this.

Devon Lee Carlson teamed up with Frankies Bikinis for Sunshine Girls, a dreamy collection that officially arrived in early August.

And this one feels very Devon.

The collection pulls inspiration from vintage fashion across decades, from the ’50s and ’70s to the early 2000s, and brings it all together through bikinis, dresses, playful prints, low-rise silhouettes and pieces that feel like they were discovered in the world’s best vintage shop.

Think leopard print. Florals. Tiny bikinis. Silk. Sequins. Low-rise denim.

Basically, cool-girl summer in clothing form.

And considering Devon has been a permanent fixture on fashion mood boards for years, the collaboration feels less like a random influencer partnership and more like Frankies handed one of the internet’s favorite style girls the keys to the archive.

The launch itself only added to the fantasy, with a Malibu celebration attended by some very recognizable fashion girls.

It’s sexy without feeling overly polished, nostalgic without looking like a costume and exactly the kind of collection that makes you reconsider whether you actually need another bikini.

Why we’re into it: It doesn’t just follow the vintage California-girl aesthetic dominating summer, it feels like the person behind it genuinely dresses this way.

The Relatable verdict: Your Pinterest board just came to life.

 

Glossier Turned Balm Dotcom Into a New York Souvenir

 

 

Some beauty purchases are practical.

Others are simply too cute to leave behind.

Glossier leaned into the latter with its I ❤️ NY Balm Dotcom, turning one of the brand’s most recognizable products into a tiny New York souvenir.

It’s nostalgic in exactly the right way.

Glossier has always understood that Balm Dotcom isn’t just lip balm. It’s collectible. And giving it the quintessential I ❤️ NY treatment taps into the current obsession with city-girl style, souvenir fashion and products that feel like little keepsakes.

Do we desperately need another lip balm?

That’s between us and our bank account.

Why we’re into it: Beauty is more fun when it doesn’t take itself too seriously.

The Relatable verdict: Need? Debatable. Want? Absolutely.

 

Anna Sitar x Pacsun Is Making Staying Home Look Better

 

 

There’s a specific type of outfit that says:

I’m comfortable, but I could still be photographed getting coffee.

Anna Sitar’s latest Pacsun collaboration understands it.

The August collection focuses on loungewear and easy everyday pieces, with matching sets, wide-leg pants, sweaters and soft separates designed for the part of summer when we’re still wearing warm-weather clothes but emotionally starting to think about fall.

Basically: Sunday reset clothes that don’t need to stay inside the house.

And with matching sets essentially replacing random sweatpants as our unofficial travel-day uniform, the timing couldn’t be better.

Why we’re into it: Comfortable clothes are no longer an afterthought. The matching set has officially become an outfit.

The Relatable verdict: Coffee runs, travel days and pretending your life is together while doing laundry.

 

Sol de Janeiro Is Coming for the Boys, Too

 

 

This one caught our attention.

Sol de Janeiro has expanded its fragrance universe into men’s scent, bringing the brand beyond the body mists and gourmand fragrances that have made it a permanent fixture in beauty routines and beach bags.

And honestly?

It makes sense.

Men’s grooming has been quietly getting a glow-up, and fragrance is becoming a much bigger part of the conversation.

Sol de Janeiro already knows how to make scent feel fun, collectible and social-media friendly. Bringing that formula into men’s fragrance opens an entirely new side of the brand.

Also: potential boyfriend gift secured.

Or something we buy for him and mysteriously start wearing ourselves.

Why we’re into it: The men’s beauty category is finally getting more interesting.

The Relatable verdict: We’re entering the era of borrowing his fragrance for once.

 

The Bigger Trend? Brands Are Making Products Feel Like Culture Again

 

The most interesting thing about these launches isn’t necessarily any single product.

It’s how they’re being sold.

Hailey Bieber isn’t simply giving us jeans. She’s giving us her version of effortless ’90s style.

Rhode isn’t just selling bronzer. It’s selling the summer version of the Rhode girl.

Devon Lee Carlson and Frankies Bikinis aren’t simply selling swimwear. They’re selling an entire vintage California fantasy.

Glossier turned lip balm into a New York keepsake.

The product has almost become the entry ticket into a larger aesthetic.

And that’s exactly why some launches take over our feeds while hundreds of others disappear within days.

We don’t necessarily want more stuff.

We want things that fit into the lives we’re already imagining for ourselves.

The perfect jeans.

The vacation bikini.

The tiny beauty product you pull out at dinner.

The perfume that becomes your smell.

The matching set that makes an airport outfit feel intentional.

The best brands aren’t just asking us to buy something anymore.

 

They’re asking:

 

Do you want to be part of this world?

And unfortunately for our bank accounts…

sometimes the answer is yes.

 

The Launch List: August Edition

 

Most Likely to Take Over the FYP: Rhode Pocket Bronze

Coolest Fashion Collab: Devon Lee Carlson x Frankies Bikinis

The Cool-Girl Staple: Hailey Bieber x Gap

Cutest Little Impulse Buy: Glossier I ❤️ NY Balm Dotcom

Most Unexpected: Sol de Janeiro entering men’s fragrance

Coziest: Anna Sitar x Pacsun

 

Consider this your monthly reminder that your wish list will probably never be finished.

The Launch List is The Relatable’s monthly edit of the celebrity, fashion, beauty and lifestyle drops actually worth talking about.

Your new digital group chat for beauty, fashion, wellness, entertainment and everything worth talking about.

 

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