Hailey Bieber is bringing back ’90s chic as face of new Gap campaign

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Hailey Bieber is bringing back '90s chic as face of new Gap campaign

Hailey Bieber on the red carpet of the 2026 Met Gala

Hailey Bieber walks the red carpet at the 2026 Met Gala.

Hailey Bieber is loving her denim as the face of a new Gap campaign.

Bieber, 29, stripped down to her jeans for a new advertising campaign with Gap, which plans to introduce a limited-edition denim capsule inspired by both the effortless attitude of the late ’90s and the silhouettes she wears in real life.

Launching Thursday, July 16, on Gap’s website with select styles in all Gap stores across North America, the Hailey Jean features two relaxed fits, rooted in Bieber’s laid-back approach to denim: the Extra Baggy and ’90s Low Rise Loose.

“Gap has been a part of my wardrobe since I was a kid, so this came together very organically. 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,” Bieber said in a statement.

She added: “We wanted the campaign and the collection to capture that same feeling in a way that felt modern, nostalgic, and personal.”

The Rhode founder and wife of pop superstar Justin Bieber shared stills from her Gap shoot in a July 15 post, featuring the relaxed fits in her style.

“My favorite denim fr,” she wrote in the caption.

‘The Hailey Jean’ lands at Gap July 16

The brand drew inspiration from two of Bieber’s favorite vintage Gap jeans to design the silhouettes of the Hailey Jean, which, according to Gap, feature updated fit proportions, custom washes, Hailey’s signature and “1996” design details, a nod to her birth year.

The Hailey Jean also spans six washes across both fits, with the Low Rise Loose available exclusively on Gap’s website. Priced at $89, the limited-edition capsule includes: