Gap Collaborates With Hailey Bieber to Launch “The Hailey Jean”

Červenec 16, 2026 - 01:00

On July 14, American casualwear brand Gap announced “The Hailey Jean,” a limited-edition denim capsule created in collaboration with model and entrepreneur Hailey Bieber. The collection will launch on July 16 at 12 p.m. ET.

Inspired by the effortless style of the late 1990s and the Gap denim Bieber has long worn in her everyday life, the collection reimagines the brand’s signature relaxed silhouettes through her personal style lens.

Summary

Gap and Hailey Bieber have announced the limited-edition denim capsule “The Hailey Jean”
The collection features two silhouettes, the Extra Baggy and the ’90s Low Rise Loose, each available in three washes
Design details include “1996,” referencing Bieber’s birth year, and her signature printed inside the pocket lining
Priced at $89, the capsule launches on Gap.com on July 16 and will also be available in select international markets, including Japan

Reworking Vintage Denim With Modern Proportions

The collection comprises two silhouettes: the Extra Baggy and the ’90s Low Rise Loose. Both were developed from Bieber’s favorite vintage Gap jeans.

The Extra Baggy is based on the men’s Gap ’90s Loose fit that she has previously worn, refined with proportions tailored to her personal style. Together with the ’90s Low Rise Loose, the collection spans six washes, with three offered for each silhouette. The ’90s Low Rise Loose will be available exclusively on Gap.com.

Each pair is crafted from 100% cotton rigid denim designed to soften and conform to the body over time. Hardware and back patches incorporate “1996” motifs referencing Bieber’s birth year, while her signature is printed inside the pocket lining. The result brings a personal layer of memory to Gap’s denim archive.

Commenting on the collaboration, Bieber said: “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. We wanted the campaign and the collection to capture that same feeling in a way that felt modern, nostalgic, and personal.”

Reinterpreting Gap’s 1996 Advertising Through a Modern Lens

The campaign was produced by Bolded, the branded content studio of OBB and a longtime creative partner of Bieber. Blending nostalgia and minimalism with a subtle touch of humor, the visuals reinterpret the spirit of the era from a contemporary fashion perspective.

Still photography was shot by Mario Sorrenti, with styling by fashion and image consultant Alastair McKimm. Bieber wears the two denim silhouettes with classic Gap T-shirts, drawing the brand’s iconic 1990s advertising language into the present through clean studio imagery.

Directed by Charlie Di Placido, the campaign film is set to “Linger” by Irish rock band The Cranberries. Through both music and imagery, the film evokes the atmosphere of 1996.

Jane Pattinson, Senior Vice President and Global Head of Design at Gap, said: “Hailey understands denim in a very instinctive way — from proportion and fit to how it actually moves and wears on the body. Together, we built the collection around the relaxed silhouettes she naturally gravitates toward and the effortless way she styles them in her everyday wardrobe — refining everything from the washes and fabric to the understated ‘1996’ detailing throughout. The pieces feel effortless, personal, and very true to both Hailey and Gap.”

A Collaboration Rooted in Everyday Wear

Rather than simply placing a celebrity name on a capsule collection, the collaboration is distinguished by its starting point: the Gap denim Bieber has genuinely worn as part of her own wardrobe.

Her personal connection to 1996 meets Gap’s legacy of American casual style, bringing both into the present as low-rise and baggy silhouettes continue to regain relevance.

Priced at $89, the capsule will launch on Gap.com on July 16, 2026, with select styles also available at Gap stores across North America. The collection is also scheduled to launch in the U.K., China, Japan, and select international markets.