Hailey Bieber is putting her signature stamp on everyday denim with The Hailey Jean, a new limited-edition collaboration with Gap that blends the brand’s heritage with her effortless off-duty aesthetic.
Inspired by the relaxed denim silhouettes of the 1990s, the capsule introduces two timeless fits: the Extra Baggy, modelled after the vintage men’s Gap jeans Bieber loves to wear, and the Low-Rise Loose, a laid-back style that captures the era’s easygoing approach to dressing.
Crafted from 100% rigid cotton denim designed to soften and mould to the body over time, each silhouette is available in three custom washes. The collection also includes thoughtful personal touches, including custom “1996” hardware referencing Bieber’s birth year and her signature printed inside the pocket lining.
Reflecting on the collaboration, Bieber shared that partnering with Gap felt natural because the brand has been part of her wardrobe since childhood.
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically. 1996 was the year I was born, and I get a lot of style inspiration from the ’90s because there was something so effortless about that era and the way people wore denim.”
The campaign continues the nostalgic theme. Photographed by acclaimed fashion photographer Mario Sorrenti and styled by Alastair McKimm, it pairs classic Gap essentials with the new denim silhouettes. A campaign film directed by Charlie Di Placido recreates a ’90s bedroom, while The Cranberries’ iconic song Linger provides the soundtrack, reinforcing the collection’s vintage mood.
According to Gap’s Senior Vice President and Global Head of Design, Jane Pattinson, the collaboration was built around Bieber’s instinctive understanding of denim and her everyday approach to styling.
The Hailey Jean collection marks another step in Gap’s renewed focus on denim while celebrating one of fashion’s most influential wardrobe staples through Bieber’s modern lens.
The Hailey Bieber x Gap The Hailey Jean capsule launches July 17 on Gap’s website and at select Gap stores in the United States, Canada, the United Kingdom, France, Japan and other international markets.
