Beauty entrepreneur and influencer Hailey Bieber has built her personal style around denim and now she’s getting her own Gap jeans.
On Thursday, Gap will launch the Hailey Jean, a limited-edition denim capsule and accompanying campaign that draws from the Rhode founder’s laid-back approach to denim.
The collection captures the decade’s minimalistic style with two fits: the Extra Baggy and the ‘90’s Low Rise Loose.
The relaxed silhouettes draw from two of Bieber’s favorite vintage Gap jeans and feature updated fit proportions, custom washes and “1996” design details referencing her birth year. A signature printed inside the pocket lining is also included in the designs.
The collection, which retails for $89, spans six washes across both fits, with the ‘90’s Low Rise Loose available exclusively on gap.com.
Nostalgia weighs heavy studio campaign for the collection through clean studio visuals and subtle styling references, specifically the year 1996. In a statement, Bieber said she’s inspired by ’90s style “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,” she added.
Bolded, OBB’s branded content studio and longtime partner of Bieber, produced the campaign. Still photography was shot by Mario Sorrenti, fashion and image consultant Alastair McKimm styled the campaign and Charlie Di Placido directed the campaign film set to “Linger” by The Cranberries.
Gap emphasized how the collection builds on the growing momentum around its relaxed denim silhouettes and further positions Gap denim at the intersection of fashion, music and culture.
“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—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.”
