Hailey Bieber Launches ’90s-Inspired Denim Collection With Gap

Hailey Bieber’s love for denim has led to a collaboration with Gap, introducing a limited-edition collection inspired by her personal style and ’90s fashion. The collection, called “The Hailey Jean,”will launch on July 16 and it features two denim silhouettes: the Extra Baggy Jean and the Low Rise Loose Jean.

The collection was inspired by the vintage Gap jeans Bieber has often been seen wearing, as well as her love for the simplicity of ’90s dressing. Each style comes in three different washes. It also includes personalized details like a “1996” branding on the hardware and back patches, referencing her birth year, as well as her signature printed inside the pocket lining.

Photo: Gap

During an official press release, Bieber explained the collaboration came naturally because Gap has always been part of her wardrobe. “Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” she said. She also explained that the collection was influenced by the way people dressed in the ’90s, adding, “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 model and entrepreneur worked with Gap on the design process, focusing on the fit, proportions, and washes of each pair. The collection features two jean styles available in six washes made from 100% cotton rigid denim, with the jeans retailing for $89.

Photo: Gap

The campaign, photographed by Mario Sorrenti and styled by Alastair McKimm, pays tribute to Gap’s ’90s advertising era. Bieber appears in the campaign wearing the new denim styles paired with classic Gap T-shirts. Directed by Charlie Di Placido, she was seen in a recreated ’90s bedroom setting with The Cranberries’ song “Linger” as the soundtrack.

Bieber also shared that fit and wash are the most important things she looks for when choosing jeans. When asked how she plans to style The Hailey Jean, she revealed that she has been pairing them with a long-sleeved oversized white shirt and a small heeled sandal for summer. For the colder months, she said she would style them with a flat shoe or loafer.