Hailey Bieber launches '90s-inspired denim collection with Gap
Hailey Bieber launches a '90s-inspired limited-edition denim capsule with Gap called "The Hailey Jean," arriving July 16 at 9 a.m. ET. Priced at $89, the two-silhouette collection channels her signature oversized denim look through the Extra Baggy Jean and the Low Rise Loose Jean, each offered in three washes.
Key Takeaways
- "The Hailey Jean" drops July 16 at 9 a.m. ET on Gap.com and in select stores across the U.S., Canada, UK, France, Japan, and other markets.
- Both silhouettes retail for $89 in three custom washes; the Low Rise Loose Jean is online-exclusive.
- Personalized details include Bieber's signature inside pocket linings and "1996" branding on hardware and back patches.
- A Mario Sorrenti campaign and Charlie Di Placido film reference Gap's minimalist 1990s advertising.
- Gap design lead Jane Pattinson credited Bieber's instinct for denim proportion, fit, and wear.
What Is Hailey Bieber's New Gap Denim Collection?
According to Variety, Hailey Bieber is bringing her signature oversized denim look to Gap with a limited-edition collection inspired by her favorite vintage jeans and her birth year. The retailer calls the project "The Hailey Jean," a two-silhouette denim capsule developed with the model and entrepreneur.
The collection consists of the Extra Baggy Jean and the Low Rise Loose Jean. Each style comes in three washes and is priced at $89.
When and Where Can You Shop "The Hailey Jean"?
Gap will launch the capsule on July 16 at 9 a.m. ET. Shoppers can buy online at Gap.com, while select Gap stores in the United States, Canada, the United Kingdom, France, Japan, and additional international markets will carry in-store inventory.
The Low Rise Loose Jean will be sold exclusively online. The Extra Baggy Jean and remaining styles will be available both digitally and in participating brick-and-mortar locations. For more celebrity and culture retail news, follow our Streaming & TV Alerts coverage.
Why Does the '90s Matter to This Collaboration?
Bieber said the project came together organically because Gap has long been part of her wardrobe. "1996 has always felt iconic to me because there was something so effortless about that era and the way people wore denim," she said in a statement reported by Variety.
The "1996" detail appears on the jeans' hardware and back patches, referencing both Bieber's birth year and the period of Gap advertising that shaped the campaign's visual direction. Her autograph is also printed inside the pocket lining.
How Did Gap and Bieber Build the Campaign?
The accompanying imagery was photographed by Mario Sorrenti and styled by fashion and image consultant Alastair McKimm. Bieber wears the two denim fits with classic Gap T-shirts in stripped-down studio portraits that echo the retailer's minimalist advertising from the 1990s.
An accompanying film, directed by Charlie Di Placido with production design by Crystal Geller, places Bieber inside a reimagined '90s bedroom. The Cranberries' 1993 song "Linger" soundtracks the piece.
Jane Pattinson, Gap's senior vice president and global head of design, said Bieber understands denim "from proportion and fit to how it actually moves and wears on the body."