The Hailey Jean

Gap has partnered with Hailey Bieber to launch "The Hailey Jean", a limited-edition denim capsule that reinterprets the brand’s relaxed denim classics through her personal style. Inspired by the effortless fashion of the late 1990s and the vintage Gap jeans Bieber already wears, the collection embraces a relaxed, confident and understated aesthetic. The campaign, produced by Bolded and directed by Charlie Di Placido, celebrates 1996, the year Bieber was born, blending nostalgia with a contemporary fashion perspective.

Shot by Mario Sorrenti and styled by Alastair McKimm, the campaign features two versions of The Hailey Jean paired with classic Gap T-shirts, echoing the brand’s iconic 1990s imagery through clean studio visuals and subtle styling. The accompanying film is set to *Linger* by The Cranberries, reinforcing the nostalgic tone while adding a playful, modern edge. The capsule itself includes two relaxed silhouettes, the Extra Baggy and ’90s Low Rise Loose, featuring updated proportions, custom washes and exclusive ‘1996’ detailing, along with Bieber’s signature printed inside the pocket lining.

Bieber said the collaboration felt like a natural fit, citing Gap’s longstanding place in her wardrobe and her enduring inspiration from 1990s denim style. Gap’s design team worked closely with her to refine every aspect of the collection, from fit and fabric to washes and finishing details, creating pieces that reflect both her personal style and the brand’s heritage. The limited-edition collection is available in six washes through Gap’s online store.