Hailey Bieber has launched a new 90s-inspired denim collaboration with Gap, featuring two distinct jean styles. The limited-edition collection, named "The Hailey Jean," became available on July 16.
Bieber, 29, promoted the collection with a series of striking images, including one where she posed topless in jeans, strategically covering herself with a black and white T-shirt. The campaign aims to capture the effortless style of the 1990s, a decade Bieber cites as a significant source of personal style inspiration. "Gap has been a part of my wardrobe since I was a kid, so this came together very organically," Bieber stated. "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."
The collection includes two styles: the "Extra Baggy," available in three washes, and the "Low-Rise Loose," also offered in three washes and exclusively online. A personalized detail, the year "1996," is featured on the back patch of the jeans, nodding to both Bieber's birth year and a significant period for Gap denim.
This collaboration follows a period of significant professional growth for Bieber. Her beauty brand, Rhode, was valued at approximately $1 billion as of May 2025 after an acquisition deal with elf Beauty. She recently described the deal as a carefully negotiated milestone, where she "manifested" a $1 billion target sale price for her company. Following the acquisition, Bieber took on the roles of chief creative officer and head of innovation for Rhode, continuing her direct involvement with the brand.