Gap has partnered with model and entrepreneur Hailey Bieber to launch "The Hailey Jean" — a limited-edition denim capsule collection and accompanying campaign inspired by 90s nostalgia, with a particular nod to 1996.

In a one-minute hero video, Bieber is set against minimalist backdrops, recreating Gap's most memorable ad scenes from that era. The sets feature 90s tech elements: radios, CRT televisions, corded phones, and bulky desktop computers. The voiceover notes that 1996 was a time when "the bedroom was the world" and "going online meant putting down the phone." As a humorous nod to the nostalgic approach and its target audience, Bieber says at the end of the ad: "That's also the year I was born."

The ad was produced by Bolded, the branded content studio under OBB Media and a longtime partner of Bieber. The campaign spans creator collaborations, paid and owned social media, digital, and out-of-home channels, including billboards in Times Square and on Sunset Boulevard. According to details shared by Gap, OMD managed paid media placements across YouTube, TikTok, Meta, Pinterest, and other digital channels.

The film is set to "Linger" by The Cranberries and was directed by Charlie Di Placido. Still photography was shot by Mario Sorrenti, with styling by fashion and image consultant Alastair McKimm.

The capsule collection features two relaxed fits: the Extra Baggy and the 90s Low-Rise Baggy, each priced at $89 and launching Thursday at 12 p.m. ET. The products will be sold online, with select styles available in North American stores, and will reach the UK, China, Japan, and select international markets.

The launch builds on Gap's recent success in the denim category and in campaigns blending fashion, music, and culture. The brand posted a 10% increase in comparable store sales in the first quarter of 2026, compared to 5% growth in the same period in 2025. This marks the brand's tenth consecutive quarter of positive growth, with denim serving as a key driver. However, sister brands Old Navy and Athleta weighed on the overall performance of parent company Gap Inc.

In 2025, Gap drove engagement and sales through a denim-focused campaign. The "Better in Denim" campaign, featuring girl group Katseye dancing to Kelis's "Milkshake," generated over 8 billion impressions and 500 million views, while helping denim sales achieve double-digit growth.

This year, the brand has also collaborated with fashion icons such as Victoria Beckham and Kendall Jenner. According to an earnings call, a spring campaign starring singer Young Miko exceeded benchmark targets, generating nearly 1.5 billion media and social impressions.

Gap has long sought to recreate the 90s in its marketing — a period when the brand dominated retail — in hopes of achieving similar success in the 21st century. As early as 2017, the brand had already returned to 90s nostalgia themes, both in styles and in the choice of campaign stars.