Gap, which is known for it’s many viral collaborations, announced that it’s launching The Hailey Jean, a limited-edition denim capsule that reimagines iconic ‘90s-inspired Gap jeans through Bieber’s modern lens. And more than just the campaign, the model-entrepreneur also helped shape the collection through the design, merchandising, and marketing. It’s giving girl boss realness.
The two-piece capsule includes the Hailey Extra Baggy Jean, which is inspired by a vintage men’s Gap fit Bieber loves, and the Hailey Low Rise Loose Jean, both available in three washes chosen by Bieber, plus her signature and “1996” details, according to a press release.
“Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” said Bieber in the release. “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.”
Even more nostalgic, the jeans are made from 100% cotton rigid denim designed to break in over time like a pair of vintage 501 Levi’s or Carolyn Bessette Kennedy-inspired Calvin Klein jeans.
