GAP, one of the world’s most iconic denim and lifestyle brands, celebrates the global launch of “The Hailey Jean,” a limited-edition denim capsule created in collaboration with model and entrepreneur Hailey Bieber. The collection reimagines GAP’s relaxed denim icons through Hailey’s personal style lens, drawing inspiration from the effortless attitude of the 1990s and her own wardrobe staples.
“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.”
The accompanying campaign, produced by Bolded, OBB’s branded content studio and a longtime collaborator of Hailey Bieber, blends nostalgia, minimalism, and a touch of cheeky humour through a distinctly modern fashion lens. Shot on film by photographer Mario Sorrenti and styled by fashion and image consultant Alastair McKimm, the campaign features both fits of “The Hailey Jean” paired with classic GAP tees, echoing the brand’s iconic ’90s imagery through clean studio visuals and understated styling cues. The campaign film, directed by Charlie Di Placido, transports viewers back to 1996, set to the instantly recognisable strains of The Cranberries’ “Linger.”
Speaking on the collaboration, Jane Pattinson, SVP and Global Head of Design at GAP, said, “Hailey understands denim in a very instinctive way — from proportion and fit to how it actually moves and wears on the body. 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 includes the Extra Baggy Jean, available in three washes inspired by the men’s GAP ’90s Loose fit that Hailey wore and tailored to her personal style, alongside the ’90s Low-Rise Loose Jean, also available in three washes. Personal touches run through the collection, including custom “1996” detailing referencing her birth year, integrated into the hardware and back patch design, along with Hailey’s signature printed inside the pocket lining. Crafted from 100% cotton rigid denim designed to break in over time, the capsule reflects GAP’s continued commitment to timeless, wearable denim with a contemporary edge.
The launch builds on the growing momentum around GAP’s relaxed denim silhouettes, further positioning GAP denim at the intersection of fashion, music, and culture. Globally, “The Hailey Jean” launches on GAP.com on July 16, 2026, with select styles available in all GAP stores.
