Gap partners with Hailey Bieber on limited-edition denim capsule

Gap has partnered with Hailey Bieber to launch The Hailey Jean, a limited-edition denim capsule that reinterprets the retailer’s signature relaxed silhouettes through Bieber’s personal style.

Launching July 16, the collection draws inspiration from late 1990s fashion and the vintage Gap denim Bieber regularly wears. The capsule features two relaxed-fit styles — the Extra Baggy and Low Rise Loose jeans — updated with new proportions, custom washes and design details referencing 1996, Bieber’s birth year. The Low Rise Loose style will be available exclusively online.

The six-piece denim offering is crafted from 100% cotton rigid denim and includes custom “1996” hardware and back patch detailing, along with Bieber’s signature printed inside the pocket lining. The jeans will retail for $89.

“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, 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.”

The collection launches with a campaign starring Bieber, photographed by Mario Sorrenti and styled by Alastair McKimm. It pairs the new denim silhouettes with classic Gap T-shirts and references the retailer’s iconic 1990s advertising imagery. A campaign film directed by Charlie Di Placido is set to The Cranberries’s hit song “Linger.”

“This project came together very organically because Gap has always been a part of my wardrobe,” added Bieber. “1996 has always felt iconic to me because there was something so effortless about that era and the way people wore denim. We wanted the campaign and the product to capture that same feeling in a way that felt modern, understated and personal.”

Last month, Skims tapped the model and entrepreneur to spotlight one of its core collections, Everyday Cotton, with a new campaign.