- Hailey Bieber and Gap launch "The Hailey Jean," a limited-edition denim capsule, on July 16, 2026.
- The two-fit collection (Extra Baggy and '90s Low-Rise Loose) comes in six total washes, priced at $89 each.
- The custom "1996" hardware nods to Bieber's birth year, alongside her signature printed inside the pocket lining.
- The campaign was shot by photographer Mario Sorrenti, with a companion short film scored to The Cranberries' "Linger."
Hailey Bieber is putting her stamp on Gap’s denim aisle. The model and Rhode founder has partnered with Gap on “The Hailey Jean,” a limited-edition capsule launching July 16 on Gap.com and in select stores across the U.S., Canada, the U.K., France, and Japan.
The two-fit collection reworks Gap’s relaxed silhouettes, the Extra Baggy Jean and the ’90s Low-Rise Loose, based on vintage Gap styles Bieber already owns.
Each $89 pair comes in three washes, with custom “1996” hardware marking her birth year and her signature printed inside the pocket lining. The Low-Rise Loose is sold exclusively online.
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” Bieber said in a statement, crediting ’90s style as inspiration for both the collection and its campaign, shot by photographer Mario Sorrenti.
The drop caps a packed year of fashion bookings for Bieber, who recently fronted Calzedonia’s retro-inspired swim campaign and joined the SKIMS Everyday Cotton lineup, following her spring debut fronting Alaïa’s Archetypes campaign.
For Gap, the tie-up extends a run of celebrity-driven capsules amid the brand’s ongoing turnaround, following a sold-out collection with Victoria Beckham earlier this year and past campaigns with KATSEYE and Troye Sivan.
Takeaways
This isn’t a rented face; Bieber reportedly helped shape the design, merchandising, and marketing of the drop, which puts her closer to collaborator than spokesperson.
It’s also Gap’s latest bet that ’90s nostalgia and relaxed denim can keep driving its comeback, a strategy that’s already paid off with Victoria Beckham.
And with SKIMS, Calzedonia, and Alaïa all landing in the same year, Bieber is proving she can bounce between mass-market and high fashion without losing her cultural pull.
Does Bieber’s hands-on design role make this feel more authentic than a typical celebrity tie-in? Will this capsule move the needle for Gap the way Victoria Beckham’s did?
