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Hailey Bieber’s New Gap Collaboration Puts A Fresh Spin On ’90s Denim
The limited-edition collection includes two jean styles at $89, with a campaign that nods to Gap’s 1990s denim ads.
- On Thursday, July 16, Gap launches "The Hailey Jean," a two-silhouette denim capsule developed with model and entrepreneur Hailey Bieber, inspired by her favorite vintage jeans and her birth year.
- Bieber curated the capsule to reflect the 1990s, incorporating "1996"—her birth year—into hardware and back patches, drawing from the era's effortless style which the Rhode founder frequently references.
- Priced at $89, both the Extra Baggy Jean and the Low-Rise 90s Loose Jean are constructed from 100 percent cotton, with each silhouette coming in three custom washes and featuring Bieber's signature printed inside the pocket lining.
- Directed by Charlie Di Placido, the campaign features photography by Mario Sorrenti and styling by Alastair McKimm, while consumers can shop the collection online and at select stores in the United States and Canada.
- The retailer recently reported first-quarter comparable sales rose 10 percent to $796 million, with this collaboration supporting Gap's ongoing turnaround strategy focused on "culturally relevant storytelling" to drive brand growth.
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Coverage Details
Total News Sources13
Leaning Left8Leaning Right0Center4Last UpdatedBias Distribution67% Left
Bias Distribution
- 67% of the sources lean Left
67% Left
L 67%
C 33%
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