Hailey Bieber and Gap Unveil New ’90s-Inspired Denim Capsule
Hailey Bieber is taking her signature denim style to Gap with the launch of the Hailey Jean, a limited-edition capsule collection inspired by the effortless aesthetic of the 1990s.
Known for making denim a staple of her everyday wardrobe, the Rhode founder partnered with Gap to create a collection that blends vintage influences with modern tailoring. The capsule features two relaxed silhouettes—the Extra Baggy and the ’90s Low Rise Loose—both inspired by some of Bieber’s favorite vintage Gap jeans.
Designed with updated proportions, premium washes, and subtle “1996” branding that nods to Bieber’s birth year, the collection also includes a custom signature printed inside the pocket lining. Priced at $89, the capsule is available in six different washes, while the ’90s Low Rise Loose fit is offered exclusively through Gap’s website.
The accompanying campaign embraces clean studio photography and understated styling that pays tribute to the minimalist spirit of the 1990s. Bieber said the decade’s fashion continues to inspire her because of its effortless approach to dressing.
“We wanted the campaign and the collection to capture that same feeling in a way that felt modern, nostalgic and personal,” Bieber said.
The campaign was produced by Bolded, OBB’s branded content studio, with photography by Mario Sorrenti, styling by Alastair McKimm, and a campaign film directed by Charlie Di Placido. The film is set to “Linger” by The Cranberries, further reinforcing the nostalgic mood.
Gap says the collaboration reflects the brand’s continued focus on relaxed denim while strengthening its connection to fashion, music, and contemporary culture. Jane Pattinson, Gap’s Senior Vice President and Global Head of Design, noted that Bieber’s natural understanding of denim—from fit and proportion to how it moves on the body—helped shape every aspect of the collection, resulting in pieces that feel authentic to both the model’s personal style and Gap’s heritage.
The Hailey Jean capsule offers a fresh take on classic Gap denim, combining timeless ’90s influences with modern versatility for today’s wardrobe.
Photos: Mario Sorrenti
