Hailey Bieber Is Giving Gap’s Iconic ’90s Jeans Her Signature Touch
By Alexus Mosley
Photo Credit: GAP
Hailey Bieber is putting her signature spin on one of Gap’s most recognizable wardrobe staples.
The model and Rhode founder has teamed up with the American retailer on a limited-edition denim capsule that reimagines Gap’s Extra Baggy and Low Rise Loose jeans through her personal style lens.
The collection features two updated silhouettes, each available in three custom washes and priced at $89. Bieber also added several personal touches to the designs, including buttons and back patches embossed with “1996” (her birth year) as well as her signature printed inside the pocket lining.
Hailey Bieber has long embraced effortless, ’90s-inspired dressing, making Gap a natural partner for the collaboration. Oversized denim, relaxed silhouettes, classic white T-shirts, and leather jackets have become staples of her off-duty wardrobe, and the collection reflects that minimalist approach to everyday style. Rather than reinventing denim, the capsule refines two of Gap’s most recognizable fits with subtle personal details that feel authentic to Bieber’s aesthetic.
The collection also arrives as ’90s-inspired denim continues to dominate fashion. Loose-leg silhouettes, relaxed proportions, and low-rise jeans have made a major comeback in recent seasons, replacing the skinny jean as the go-to casual staple.
Photo Credit: GAP
According to Bieber, the collection was heavily inspired by 1990s fashion, an era she continues to reference in her own wardrobe. She has cited style icons like Kate Moss and Elizabeth Hurley as influences on her aesthetic. With Bieber putting her stamp on two of Gap’s signature styles, the collaboration taps into a trend that shows no signs of slowing down.
The accompanying campaign embraces that same nostalgic spirit. Photographed by Mario Sorrenti and styled by Alastair McKimm, the imagery is paired with a campaign film featuring a ‘90s-inspired bedroom and The Cranberries’ classic song “Linger.”
The partnership feels like a natural evolution for both Bieber and Gap. While the silhouettes stay true to the brand’s heritage, the personalized details and nostalgic campaign give the collection a modern update that reflects one of fashion’s most influential dresses.
The limited-edition capsule launches July 16 online at Gap and in select Gap stores.