A limited-edition denim capsule inspired by the effortless attitude of 1996 and Hailey Bieber’s personal style.
This summer, Gap is partnering with Hailey Bieber to introduce The Hailey Jean — a limited-edition denim capsule and accompanying campaign that reimagines Gap’s relaxed denim icons through Hailey’s personal style lens, launching July 16 at 9 a.m. ET. Inspired by the effortless attitude of the late ’90s and the Gap silhouettes that Hailey wears in real life, the collaboration reflects a modern approach to personal style: relaxed, confident, and understated.
The capsule includes two relaxed fits, rooted in Hailey’s laid-back approach to denim: the Extra Baggy and ‘90’s Low Rise Loose. Drawing from two of her favorite vintage Gap jeans, the silhouettes feature updated fit proportions, custom washes and “1996” design details referencing her birth year, alongside Hailey’s signature printed inside the pocket lining. The collection spans six washes across both fits, with the Low Rise Loose available exclusively on gap.com
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” said Bieber. “1996 was the year I was born and I get a lot of style inspiration from the ’90s 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.”
Inspired by 1996 the campaign, produced by Bolded, OBB's branded content studio and longtime partner of Hailey Bieber, blends nostalgia, minimalism, and a bit of cheeky humor through a modern fashion point of view. Still photography shot by Mario Sorrenti, and styled by fashion and image consultant Alastair McKimm, the campaign features two fits of “The Hailey Jean” styled with classic Gap tees, nodding to Gap’s iconic ’90s fashion imagery through clean studio visuals and subtle styling references. The campaign film, directed by Charlie Di Placido, transports you back to 1996 with the instantly recognizable anthem “Linger” by The Cranberries.
“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.”
The limited-edition capsule, priced at $89, includes:
- The Extra Baggy Jean available in three washes inspired by the men's Gap ’90s Loose fit Hailey wore and tailored to her personal style
- The ’90s Low-Rise Loose Jean available in three washes
- Custom “1996” detailing integrated into hardware and back patch design
- Hailey’s signature printed inside the pocket lining
- 100% cotton rigid denim designed to break in over time
The launch builds on the growing momentum around Gap’s relaxed denim silhouettes and further positions Gap denim at the intersection of fashion, music, and culture.
The limited-edition denim capsule launches July 16, 2026, on Gap.com with select styles in all Gap stores across North America. The collection will also be available in the U.K., China, Japan, and select international markets.
Press Contact:
Gap | PR Consulting
gap@prconsulting.net
Jenna_Stone@gap.com
About Gap:
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally relevant experiences that celebrate individuality. Gap is a lifestyle brand offering products across generations, including GapKids, babyGap, Gap Maternity, GapBody, GapFit, Gap Accessories and Gap Beauty, as well as GapStudio and partner collaborations through GapX. Gap is the namesake brand of the global specialty retailer, Gap Inc. (NYSE: GAP) and connects with customers online and in company-operated and franchise retail locations globally. For more information, visit gap.com.