Gap and Hailey Bieber have joined forces on The Hailey Jean — a limited-edition denim capsule that launched July 16, 2026, and reimagines Gap's relaxed denim icons through Hailey's personal style lens.
Inspired by the effortless attitude of the late '90s, the capsule draws directly from two of Hailey's favourite vintage Gap jeans: the Extra Baggy and the '90s Low-Rise Loose. Both silhouettes have been updated with refined fit proportions, custom washes, and "1996" design details referencing her birth year — with her signature printed inside the pocket lining. The collection spans six washes across both fits, with the Low-Rise Loose available exclusively on gap.com.
"Gap has been a part of my wardrobe since I was a kid, so this came together very organically," said Bieber. "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."
The campaign — produced by Bolded, OBB's branded content studio — blends nostalgia, minimalism, and a quiet sense of humour. Still photography by Mario Sorrenti, styled by Alastair McKimm, pairs both fits with classic Gap tees in clean studio visuals that nod to Gap's iconic '90s imagery. The campaign film, directed by Charlie Di Placido, leans into the era fully — soundtracked by The Cranberries' "Linger."
"Hailey understands denim in a very instinctive way — from proportion and fit to how it actually moves and wears on the body," said Jane Pattinson, SVP and Global Head of Design at Gap. "Together, we built the collection around the relaxed silhouettes she naturally gravitates toward and the effortless way she styles them in her everyday wardrobe."
The full capsule, priced at $89, includes the Extra Baggy Jean in three washes, the '90s Low-Rise Loose Jean in three washes, custom "1996" hardware and back patch detailing, and 100% cotton rigid denim designed to break in over time. The collection is available now on gap.com, in Gap stores across North America, and in the U.K., China, Japan, and select international markets.