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Hailey Bieber is bringing her signature oversized denim look to Gap with a limited-edition collection inspired by the model and entrepreneur’s favorite vintage jeans — and her birth year.
The retailer will launch “The Hailey Jean,” a two-silhouette denim capsule developed with Bieber, on July 16 at 12 p.m. ET. Priced at $89, the collection consists of the Extra Baggy Jean and the Low Rise Loose Jean, each offered in three washes. All three styles will be sold online, and in select Gap stores in the United States, Canada, the United Kingdom, France, Japan and other international markets.
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” Bieber said in a statement. “1996 was the year I was born and 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.”
Personalized details include Bieber’s signature printed inside the pocket lining, as well as “1996” branding incorporated into the jeans’ hardware and back patches. The year refers both to Bieber’s birth year and the period of Gap advertising and denim styling that informed the accompanying campaign.
The campaign was photographed by Mario Sorrenti and styled by fashion and image consultant Alastair McKimm. Bieber wears the two denim fits with classic Gap T-shirts in stripped-down studio portraits that reference the retailer’s minimalist advertising from the 1990s. The
An accompanying film, directed by Charlie Di Placido, places Bieber inside a reimagined ’90s bedroom and is soundtracked by The Cranberries’ 1993 song “Linger.” The spot was produced by Bolded, OBB’s branded content studio and longtime partner of Bieber.
“Hailey understands denim in a very instinctive way — from proportion and fit to how it actually moves and wears on the body,” Jane Pattinson, Gap’s senior vice president and global head of design, said in a statement.
“The Hailey Jean” will be available beginning July 16 at Gap.com and select Gap stores.
