Justin Bieber’s Swag (stylized as SWAG) is the Canadian singer’s seventh studio album, released on July 11, 2025, through Def Jam Recordings and ILH Productions. It serves as the follow-up to his 2021 releases Justice and Freedom, and marked Bieber’s return after a four-year gap between studio albums. The album incorporates elements of R&B, synth-pop, alternative pop, and atmospheric production, with lyrical themes centered around relationships, fame, faith, personal growth, and emotional vulnerability.
The album features guest appearances from Gunna, Druski, Dijon, Lil B, Sexyy Red, Cash Cobain, Eddie Benjamin, and Marvin Winans. Production was handled by Bieber alongside collaborators including Carter Lang, Mk.gee, Daniel Caesar, Harv, Dylan Wiggins, and Dijon. Recording sessions for the project reportedly took place in multiple locations, including Iceland and Los Angeles.
hints of a new album began in 2024 when Bieber shared studio images and music-related posts on social media, leading to speculation about new material. In July 2025, billboards displaying the word “SWAG” appeared in several cities worldwide, including Reykjavík, Los Angeles, Atlanta, and New York City. The album’s tracklist was later revealed through a Times Square billboard campaign shortly before release.
The album was supported by the singles “Daisies”, “Yukon”, and “First Place”. “Daisies” debuted at number two on the Billboard Hot 100, while the album itself debuted at number two on the Billboard 200 with 163,000 album-equivalent units in its first week. Although it achieved Bieber’s largest streaming week at the time, the album was blocked from the top position on the chart by Jackboys 2 by JackBoys and Travis Scott driven by bundle sales. This made Swag Bieber’s first studio album not to debut at number one in the United States mostly due to no physicals and only driven by EAS.
Despite this, Swag achieved commercial success internationally, reaching number one in countries including Canada, Norway, Denmark, Iceland, Portugal, Switzerland, Belgium, Austria, and the Netherlands, while also charting within the top ten in multiple other territories. Critical reception was generally positive, with reviewers praising the album’s production, emotional tone, and artistic experimentation, though some critics noted its lengthy runtime and stylistic inconsistency.
A sequel album, Swag II, was released on September 5, 2025.
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