Hailey Bieber has the Midas touch; anything she loves is bound to go viral. That goes for Rhode, of course (people will stand in line for over ten hours at the beauty brand’s pop-ups), but also her fashion choices. For example, it’s common knowledge among Bieber’s millions of fans that the multi-hyphenate loves Gap denim pieces — especially the Low-Rise ’90s Loose jeans, which she’s worn multiple times. And now, Bieber and Gap are hard launching the Hailey Jean: a limited-edition collection that reimagines Gap’s Extra Baggy and Low Rise Loose styles with Bieber’s personal style in mind.
Each of the updated styles, both priced at $89, comes in three custom washes and features several personal touches: “1996,” her birth year, appears on the buttons and back patch, while her signature is printed on the pocket lining. “There are these little special details about them that have my personal DNA infused into them, and I think that’s what makes them cool and different,” she tells The Cut over Zoom.
Photo: Gap
“It’s really focused and saturated in the spirit of the ’90s, and the whole campaign draws from the decade,” Bieber continues — she names Kate Moss and Elizabeth Hurley as some of her style icons from the decade. “I’m so happy I was born in that era of time, and I continue to draw so much inspiration from that,” she says. Photographer Mario Sorrenti shot the still photography, and fashion and image consultant Alastair McKimm styled the campaign. Meanwhile, Charlie Di Placido directed the campaign’s film, which features a ’90s-inspired bedroom and “Linger,” by the Cranberries. “I feel like Gap really let me come in as a creative partner and come up with the idea of how I wanted this to come to life,” Bieber adds.
Photo: Gap
The capsule launches on July 16 on gap.com and will be available to shop in select Gap stores. Our full review of the denim will go live on Thursday, so check back here!
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