Gap has teamed up with Hailey Bieber to launch a denim capsule collection and campaign inspired by the ’90s, an era the star says has shaped her personal style. The Hailey Jean is modeled on Bieber's favorite vintage Gap jeans. It comes in two fits, the Extra Baggy and the Low Rise Loose, across six washes, with personalized details like Bieber’s signature printed inside the pocket lining and 1996 branding. 1996 refers to the year Bieber was born as well as a defining period for Gap denim.  The capsule will go on sale from July 16 online and in select Gap stores in the U.S., Canada, the U.K., France, Japan, and other international markets. The accompanying campaign is similarly nostalgic. A film, which Gap began teasing on its social channels on Monday, will be set inside a ‘90s bedroom to the soundtrack of The Cranberries’ 1993 song Linger. https://www.instagram.com/reel/DaxjKdmBZm-/?utm_source=ig_web_button_share_sheet Charlie Di Placido directed the spot, while Bolded, OBB's branded content studio and a longtime partner of Bieber, produced the campaign. Still photography was shot by Mario Sorrenti and styled by fashion and image consultant Alastair McKimm. “Gap has been a part of my wardrobe since I was a kid, so this came together very organically,” Bieber said in a statement. “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.” https://www.instagram.com/reel/Dau-SdPhQ1f/?utm_source=ig_web_button_share_sheet The comeback tour continues Over the past couple of years, Gap has been executing a turnaround strategy to return its brand to growth.  Its marketing revamp began in 2023 with the arrival of former Mattel exec Richard Dickson as CEO of parent company Gap Inc. Creative director Zac Posen and chief marketing officer Fabiola Torres joined in 2024. Gap’s advertising blends the classic dance ads of its 1990s and early 2000s heyday with a modern twist. It has partnered with a mix of up-and-coming and established stars, from Troye Sivan to Katseye to Gwyneth Paltrow and her daughter Apple Martin.  Earlier this year, it collaborated with Spice Girls star and fashion designer Victoria Beckham on a collection that sold out rapidly. Gap’s first quarter comparable sales rose 10% to $796 million, with growth fueled by “culturally relevant storytelling,” per a brand statement. At parent company Gap Inc., comparable sales rose 2% in the quarter.