Hailey Bieber and Gap Launch 1990s-Inspired Denim Capsule

Model and entrepreneur Hailey Bieber has launched a limited-edition denim collection with Gap, drawing inspiration from the 1990s and her personal wardrobe staples. The "Hailey Jean" capsule, which goes on sale Thursday, July 16, features two relaxed-fit jeans designed to reflect Bieber's signature high-low style.

The collection consists of the Extra Baggy jean, inspired by a men's vintage Gap fit, and the 90s Low-Rise Loose jean. Each style is offered in three custom washes, priced at $89. Personalized details include Bieber's signature printed inside the pocket lining and "1996" branding on buttons and patches, a nod to her birth year and the era that informs the collection's aesthetic.

Bieber described the partnership as an organic development from her long-standing use of Gap pieces in her personal style. She said a moment when she was photographed in a pair of Gap jeans that "went a little viral" helped spark the collaboration. In a statement, she emphasized her creative involvement, noting she does not enter collaborations without being able to act as a true creative partner. She worked closely with Gap's team on product design, fit, and marketing.