Gap has partnered with Hailey Bieber to introduce The Hailey Jean — a limited-edition denim capsule and accompanying campaign that reimagines Gap’s relaxed denim icons through Hailey’s personal style lens. Inspired by the effortless attitude of the late ’90s and the Gap silhouettes that Hailey wears in real life, the collaboration reflects a modern approach to personal style: relaxed, confident, and understated.

Inspired by 1996, both the stills and video campaign were produced by Bolded, OBB's branded content studio, It blends nostalgia, minimalism, and a bit of cheeky humor through a modern fashion point of view. Still photography was shot by Mario Sorrenti, and styled by fashion and image consultant Alastair McKimm. The campaign film, directed by Charlie Di Placido, transports you back to 1996 with the instantly recognizable anthem “Linger” by The Cranberries.