Hailey Bieber Is the Latest Star to Join Gap’s Denim Lineup

Just months after KATSEYE fronted Gap’s viral pop-star campaign, the brand’s collaboration engine has found its next star: Hailey Bieber. Gap has unveiled The Hailey Jean, a limited-edition denim capsule co-designed by the model and entrepreneur, marking her first foray into the label’s design process after wearing her favourite Gap jeans nearly 15 times since last August.

The accompanying campaign leans hard into ’90s nostalgia, shot by Mario Sorrenti and styled by Alastair McKimm, with a short film directed by Charlie Di Placido that transports Bieber to a ’90s bedroom, soundtracked by The Cranberries’ Linger. “Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” Bieber said of the partnership.

The capsule reimagines Gap’s relaxed denim icons through Bieber’s personal style and includes two fits: the Extra Baggy and the ’90s Low Rise Loose. Each draws from her favourite vintage Gap jeans, featuring updated proportions, custom washes and “1996” detailing that references her birth year, alongside her signature stitched inside the pocket lining.

The six-wash collection launches on the 16th of July at Gap.com, with select styles available in stores across North America, the UK, China, Japan and other international markets.

PHOTO CREDIT: GAP