Justin Bieber sent fans into a frenzy on Thursday after he released an advert promoting his new SKYLRK fashion brand – with his followers immediately spotting the hidden meaning behind it. 

The singer, 31, has been sparking concern in recent months with a series of outings looking erratic, admitting he’s been struggling with his mental health, and rumours over the state of his marriage with Hailey Bieber. 

Yet his focus has shifted this week on his new career venture, with the star finally releasing an advert for SKYLRK after teasing the new venture in a series of posts. 

The video, set to the soundtrack of Eddie Benjamin’s MANIAC, featured a cartoon version of Justin riding a scooter to an abandoned house, flashing to a Drew House teddy bear floating in a swimming pool. 

Justin set the house alight before leaving and locking lips with Hailey, 28, with the pair then walking into a new building with their son Jack in a stroller. The vid ended with the SKYLRK logo flashing up on screen. 

Fans were quick to point out the meanings within the clip, highlighting the significance of Justin having severed ties with his old fashion brand Drew House and the decision to include Hailey in the video amid rumours of marital woes.  

Justin Bieber fans unearthed the hidden meaning behind his new Instagram post with Hailey as the troubled star announced the launch of new clothing brand SKYLRK with an animated advert (pictured) 

The singer, 31, has been sparking concern in recent months with a series of outings looking erratic, admitting he’s been struggling with his mental health , and rumours over the state of his marriage with Hailey (pictured in January)

Fans penned: ;Oh the Hailey cameo oh the synchronicities oh im choked up’; ‘Omg’; ‘Wait why am I choked up?’; ‘He’s saying bye to the Drew House now and moving to Skylrk’; ‘dew house: OUT. skylrk: IN’; 

‘Good job, but dang your wife got to be in everything’; ‘A new era is coming’; ‘Well done Justin ❤️ burning the past and moving on with wifey and Jack’; ‘Tosses scooter and burning drew house down… so much strength and growth! Love it!’ 

Another pointed out that Justin was leaving the ‘darkness’, commenting: ‘the ending when you walk alone in darkness and immediately when you see Hailey your face changes and you feel safe. This is so beautiful. Please drop a diss track on everyone… including the one that is paying for this Hailey hate train.’ 

Justin’s new venture comes amid fan concern over his welfare.

He fuelled worry among fans once again when he shared pH๏τos of himself smoking from what appeared to be a bong. Justin’s rep also addressed worries over his disheveled appearance in a statement to TMZ last month.

‘The recurring narrative that Justin is using hard drugs is absolutely not true,’ the rep said, adding that the performer is currently ‘in one of the best places in his life.’

They added that the star is also ‘actively parenting his newborn son’ Jack with wife Hailey and putting focus into making new music.

According to the rep, Justin has had a ‘very transformative’ year and ‘ended several close friendships and business relationships that no longer served him.’

Justin recently made a mental health confession after candidly opening up about his emotional struggles.

The video, set to the soundtrack of Eddie Benjamin’s MANIAC, featured a cartoon version of Justin riding a scooter to an abandoned house with Drew House merchandise inside that he promptly set on fire 

Justin set the house alight before leaving and locking lips with Hailey, 28, with the pair then walking into a new building with their son Jack in a stroller. The vid ended with the SKYLRK logo flashing up on screen

Fans were quick to point out the meanings within the clip, highlighting the significance of Justin having severed ties with his old fashion brand Drew House and the decision to include Hailey in the video amid rumours of marital woes

On Instagram, he uploaded a video of a jam session with other musician pals and wrote, ‘I think I hate myself sometimes when I feel myself start to become inauthentic.

‘Then I remember we’re all being made to think we’re not enough but I still hate when I change myself to please people.’

It came shortly after the star admitted to having ‘anger issues’ in another online post.

He further fueled worry among fans when he posted about feeling ‘like a fraud’ and ‘unworthy’ in a message shared to his Instagram stories.

On Monday Hailey broke her silence about unfollowing Justin on Instagram, amid swirling rumors about the state of their marriage.

The model took to TikTok to reveal what really happened when fans noticed she unfollowed her partner when he was posting bizarre videos and pH๏τos online over the weekend.

She wrote: ‘It’s a glitch. Didn’t unfollow him. Hope this helps!’

A source previously gave a window into Justin and Hailey’s marriage to DailyMail.com, revealing that Hailey ‘works all the time’ while Justin ‘chills with friends’ and spends time at home with their baby son.

The star finally released an advert for SKYLRK after teasing the new venture in a series of posts showing off the merchandise

Fans have expressed concern for Justin and Hailey due to their stony-faced public appearances of late (stock image with their son Jack) and Hailey’s famous friends have allegedly urged her to leave the singer due to his ‘unacceptable’ behavior

Fans have expressed concern for the couple due to their stony-faced public appearances, and Hailey’s famous friends have allegedly urged her to leave the singer due to his ‘unacceptable’ behavior.

‘Hailey’s been struggling with Justin almost since the start of the marriage,’ an insider told DailyMail.com exclusively. ‘She loves him madly but he’s a loose cannon. Some of her friends have advised her to go it alone and leave him.

‘His behavior is sometimes unacceptable. She’s put up with a lot,’ they added.

The insider said Hailey’s friends were hopeful that Justin’s behavior would change after he became a new father to their baby son Jack, but her close confidants allegedly don’t feel that fatherhood has made a significant impact.

‘When the baby was born he was there for her and she thought being a father would change him for the better, but it hasn’t stuck,’ the source said.