Hailey Bieber has long treated jeans as a wardrobe essential, and now that preference is becoming a formal collaboration with Gap. The model and beauty founder is launching the Hailey Jean, a limited-edition capsule built around her relaxed, low-key approach to dressing. The collection takes Gap’s easy denim direction and filters it through Bieber’s minimal, polished aesthetic.
The release centers on two ’90s-inspired silhouettes: the Extra Baggy and the Low-Rise Loose. Both styles are priced at $89 and come in three custom washes. Bieber says the jeans were shaped by the men’s pairs she often wears and has tailored to suit her own proportions. She also described being deeply involved in the process, from the campaign and storytelling to the design itself, rather than simply attaching her name to the project.
According to the report, Bieber has spent years having her clothes altered to achieve a clean, streamlined fit, and she brought that same precision to the denim. She made repeated adjustments to details like the waist and length until the jeans felt right. The campaign reflects that stripped-back sensibility, with photography by Mario Sorrenti and styling by Alastair McKimm, plus black-and-white layered tees that keep the focus on the denim.
The jeans also nod to Bieber’s love of the ’90s. They are made from rigid 100% cotton designed to soften with wear, and include a subtle 1996 detail in reference to her birth year, along with her autograph printed inside the pocket lining. Bieber said her style inspiration comes heavily from that decade, pointing to film, actors, models, and figures such as Kate Moss, Gwyneth Paltrow, Christy Turlington, and Elizabeth Hurley. The campaign film, directed by Charlie Di Placido, features the Cranberries’ “Linger,” and the Hailey Jean is set to go on sale on July 16.
Source: vogue.com
