Gap is teaming up with Hailey Bieber on a limited-edition denim collection that blends the effortless style of the late ’90s with the model and entrepreneur’s own laid-back approach to fashion.
Launching July 16, The Hailey Jean capsule reimagines two of Gap’s relaxed denim silhouettes—the Extra Baggy and Low Rise Loose—through Bieber’s personal style, drawing inspiration from vintage Gap jeans she already wears.
The six-piece collection features updated proportions, custom washes and subtle “1996” details, a nod to Bieber’s birth year, along with her signature printed inside the pocket lining. The Low Rise Loose fit will be available exclusively online.
“This project came together very organically because Gap has always been a part of my wardrobe,” said Bieber. “1996 has always felt iconic to me because there was something so effortless about that era and the way people wore denim. We wanted the campaign and the product to capture that same feeling in a way that felt modern, understated and personal.”
The accompanying campaign leans into ’90s nostalgia through a contemporary lens. Shot by acclaimed photographer Mario Sorrenti and styled by Alastair McKimm, the campaign pairs the new denim with classic Gap T-shirts in clean studio imagery inspired by the brand’s iconic fashion photography.
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A campaign film directed by Charlie Di Placido transports viewers to a reimagined ’90s bedroom, soundtracked by The Cranberries’ hit Linger, reinforcing the collection’s nostalgic tone.
“Hailey understands denim in a very instinctive way—from proportion and fit to how it actually moves and wears on the body,” said Jane Pattinson, SVP and Global Head of Design at Gap. “Together, we built the collection around the relaxed silhouettes she naturally gravitates toward and the effortless way she styles them in her everyday wardrobe.”
Priced at $89, the collection includes three washes each of the Extra Baggy Jean and Low Rise Loose Jean, custom “1996” hardware and branding, Bieber’s signature pocket detailing and 100% rigid cotton denim designed to soften over time.
The launch continues Gap’s push to position its denim business at the intersection of fashion, music and culture. The capsule will be available online and in select Gap stores across the U.S., Canada, the U.K., France, Japan and other international markets beginning July 16.
