Hailey Bieber, the model, entrepreneur, and young mother, has become one of the most influential style figures of her generation. Rising to prominence in the mid-2010s modeling world, she has graced campaigns for Saint Laurent, Versace, and Alaïa. Yet beyond runway work, her personal style—characterized by clean girl aesthetics, oversized silhouettes, and nineties references—has made her a social media phenomenon. Now she is channeling her love of denim into a collaboration with Gap, launching The Hailey Jean, a limited-edition capsule that reinterprets two iconic cuts from the brand's archive.
The Hailey Jean: A Denim Capsule by Hailey Bieber
Inspired by Hailey's own wardrobe, the capsule revisits Gap's heritage with two distinct styles. The first is The Extra Baggy Jean, an ultra-loose fit that captures the oversized trend she frequently wears. The second is The ’90s Low Rise Loose Jean, a nod to the low-waisted denim that dominated the decade. Both are crafted from 100% cotton denim and available in six washes—from light blue to dark indigo—that evoke vintage wear. Each pair bears a subtle 1996 embroidery, a detail that references Hailey's birth year and the era that fuels her fashion inspiration. “1996 is my birth year and I draw so much inspiration from nineties fashion,” she explains. “There was something deeply effortless about that time and the way people wore denim.”
The capsule stays true to Gap's denim legacy while updating proportions for a contemporary feel. The Extra Baggy Jean features a relaxed thigh and wide leg, creating a dramatic silhouette that pairs well with cropped tops or layered tees. The ’90s Low Rise Loose Jean sits below the waist with a slightly looser fit through the hips and legs, reminiscent of the era's iconic grunge and skate styles. Each pair is designed to be both comfortable and versatile, fitting seamlessly into summer wardrobes. The collection also includes denim jackets and shorts (though the article focuses on jeans), all stamped with the collaborative identity.
An Ode to the Effortless 90s Style
For summer 2026, Gap taps into the laid-back spirit of the late nineties to create a capsule that honors both its own DNA and Hailey's universe. The collaboration is steeped in nostalgia. Beyond the baggy cuts and vintage washes, the campaign itself pays homage to the decade through minimalist visuals and raw photography. Hailey is seen in casual yet polished looks—baggy jeans with a simple white tank top, low-rise denim with a tucked-in jersey, or an oversize jacket worn half-open. The idea is to present denim as it was once worn: naturally, without overstyling. “Effortless is the key word,” Hailey says. “I wanted people to feel like they could throw on these jeans and go.”
This approach resonates with a broader cultural return to 90s aesthetics, from chunky sneakers to slip dresses. Denim, in particular, has made a strong comeback, with vintage Levi's and baggy styles dominating social media. Gap, a brand synonymous with Americana denim since the 1960s, is leveraging this nostalgia to reconnect with younger consumers. By collaborating with Hailey Bieber—a millennial/gen Z icon—the brand bridges its heritage with current trends. The capsule also taps into the sustainability angle: timeless denim pieces that transcend seasons. However, the main focus is on capturing the spirit of the 90s through fit and finish.
Mario Sorrenti Captures the Campaign
The visual narrative of the collaboration is nothing short of iconic. Gap recruited Mario Sorrenti, the legendary Italian-born photographer who helped define the 90s aesthetic through his work for Calvin Klein, Elle, and Vogue. Sorrenti is best known for his intimate, black-and-white portraits of Kate Moss in the early 90s, which became a template for raw, natural beauty in fashion. For The Hailey Jean campaign, he uses a similar approach: clean set, minimal props, natural lighting. Hailey Bieber appears un-retouched and relaxed, staring directly into the lens or looking away, her hair casual and makeup light. The images evoke a sense of authenticity that mirrors the capsule's ethos.
Alongside Sorrenti, creative director Alastair McKimm styled the shoot, layering simple pieces: a white crewneck tee under a denim jacket, a ribbed tank top with the Extra Baggy Jean, or a cropped hoodie with the low-rise design. The result is a series of images that feel both timeless and current. They capture the self-assured ease that Hailey Bieber represents. Sorrenti's involvement also adds a meta layer: he photographed the supermodels of the 90s who originally inspired the styles Hailey is now reviving. This cyclical nature of fashion—where a new generation reinterprets the past—is at the heart of the collaboration.
Beyond the photos, the campaign includes a short video shot on film, showing Hailey walking through a loft space, the denim moving naturally. The film's grain and light flare echo the analog look of 90s fashion films. It is a deliberate choice to reinforce the nostalgic tone. The entire package positions The Hailey Jean not just as a product, but as a cultural moment—a meeting point between a modern style influencer and a classic American brand.
With The Hailey Jean, Gap demonstrates how to update heritage for a contemporary audience. The capsule is available from July 17 on Gap's French website and select retailers. It is expected to sell out quickly, given the built-in fan base of both Hailey Bieber and the 90s denim revival. For those looking to buy into the trend, the key takeaway is that the perfect jean, according to Hailey Bieber, is one that feels broken in from day one—a piece that you can wear without thinking, yet still look put together. It is a philosophy that many fashion lovers can get behind.
Source:Numéro News