Gap has partnered with model and entrepreneur Hailey Bieber for “The Hailey Jean,” a limited-edition denim capsule collection and related campaign that are inspired by ‘90s nostalgia, particularly for 1996.
A minute-long hero video features Bieber on a minimalist set recalling some of Gap’s best-remembered campaigns from that era. The set includes ‘90s technology, including a boombox, CRT TV, corded phone and bulky desktop computer. A voiceover notes that 1996 was a year when “your bedroom was your world” and “going online meant getting off your phone.” As a humorous nod to the nostalgic approach and the audience it is targeting, Bieber closes the ad by saying, “It's also the year I was born.”
The campaign was produced by Bolded, OBB Media’s branded content studio and a longtime Bieber partner, and spans creator partnerships, paid and owned social, digital and out-of-home channels, including billboards in Times Square and on Sunset Boulevard. OMD is managing paid media across YouTube, TikTok, Meta, Pinterest and additional digital channels, per details shared by Gap.
The film, which features “Linger” by The Cranberries, was directed by Charlie Di Placido. Still photography was shot by Mario Sorrenti and styled by fashion and image consultant Alastair McKimm.
The capsule collection includes two relaxed fits, the Extra Baggy and ‘90s Low Rise Loose jean, each priced at $89 and launching on Thursday at 12 p.m. ET. The products will be available online, with select styles in North American stores and availability in the U.K., China, Japan and select international markets.
The launch builds on Gap’s recent success with denim and campaigns that bring together fashion, music and culture. The brand in Q1 2026 saw comparable sales increase 10%, compared to a 5% increase over the same period in 2025. It was the brand’s tenth consecutive quarter of positive comps, with denim a key driver of growth. However, sister brands Old Navy and Athleta dragged down parent company Gap Inc.
Gap in 2025 drove engagement and sales with a denim-focused campaign. “Better in Denim,” which featured girl group Katseye dancing to “Milkshake” by Kelis, notched more than 8 billion impressions and 500 million views while helping deliver double-digit growth in denim sales.
The brand this year has collaborated with fashion icons including Victoria Beckham and Kendall Jenner. A spring campaign featuring singer Young Miko outperformed benchmark goals, generating nearly 1.5 billion press and social media impressions, per an earnings call.
Gap in its marketing has long looked to recreate the ‘90s, a period when the brand dominated retail, to try to achieve similar success in the 21st century. The brand as early as 2017 returned to the well of ‘90s nostalgia, in both the styles and stars of its ads.
