Hailey Bieber’s new Gap denim campaign for the Hailey Jean collection brings the star’s off-duty uniform to the brand with a limited-edition capsule built around the brand’s relaxed ’90s shapes and her own clean, off-duty style.
The collection nods to 1996, both Hailey’s birth year and the 90s, which was a standout era for Gap denim, but it never tips into costume territory. Two roomy fits anchor the range, the Extra Baggy and the Low Rise Loose, each based on vintage Gap jeans from Hailey’s own wardrobe. Six washes carry the styles from deep indigo to lived-in blue.
Gap x Hailey Jean Campaign
The imagery shot by Mario Sorrenti stays simple and sharp. In one shot, Hailey curls into dark denim and a crisp white long-sleeve tee. In another, low-rise, wide-leg jeans meet layered black and pale blue tops, the kind of styling that shows just enough skin to feel very now.
She also poses topless with the jeans covering her front for a minimally chic look. Loose proportions, a clean studio setting, and barely-done beauty pull the whole campaign back toward the ease of old-school Gap ads.
The details do the quiet work. “1996” shows up on the hardware and the back patch, and Hailey’s signature runs along the inside pocket lining. The Gap denim itself is rigid, 100% cotton, and made to soften with wear, jeans built for repeat outfits, late nights, and everyday confidence.
“Gap has always been a part of my wardrobe,” Hailey shares. It’s a simple line, and it says everything the campaign is going for.
Hailey Bieber’s not done making headlines in denim. See her front SKIMS’ Everyday Cotton campaign next.
