Model and entrepeneur Hailey Bieber has partnered with clothing brand Gap to launch ‘The Hailey Jean’ in a new marketing campaign.
Launching on 16 July, The Hailey Jean is a limited-edition capsule that reimagines two of the brand’s relaxed silhouettes with Bieber’s personal style.
The collection, inspired by the ’90s, arrives amid the continued popularity of oversized denim.
In July 2025, the infamous ‘Sydney Sweeney has great genes’ campaign sparked intense controversy and backlash due to its reported eugenic-adjacent messaging with critics arguing the jeans/genes wordplay invited potentially sexist and racist connotations.
Bieber worked alongside the Gap design team to reinterpret two of the brand’s signature fits—the Extra Baggy Jean and Low Rise Loose Jean—using two pairs of her favorite vintage Gap jeans as the starting point.
The collaboration consists of two denim styles that each come in three different washes.
The capsule incorporates understated details that feel personal to Bieber. Each pair features custom “1996” hardware and back patch detailing—a nod to her birth year—along with her signature printed inside the pocket lining.
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The jeans are also crafted from 100 per cent cotton denim that’s designed to soften and develop character over time, echoing the feel of authentic vintage jeans.
The partnership comes as Bieber has frequently been spotted wearing Gap jeans over the years, making the collaboration feel especially fitting.
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” Bieber said in a statement.
“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.”
In June 2022, Bieber expanded her career into the beauty industry by founding Rhode, a popular skincare brand focused on minimalist, accessible beauty.
