Hailey Bieber poses in '90s-inspired look for major campaign

Hailey Bieber has fronted a bold new campaign for Gap, as she promotes her first denim collaboration with the American fashion brand.

The model and Rhode founder appears in a series of minimalist campaign images wearing only a pair of loose-fitting jeans while strategically donning a classic Gap T-shirt. 

The campaign coincides with the launch of The Hailey Jean, a limited-edition capsule collection inspired by the relaxed silhouettes and effortless aesthetic of the 1990s.

According to Daily Mail, the collection features two denim styles, the Extra Baggy Jean and the '90s Low Rise Loose Jean, each available in three custom washes and priced at $89. 

The jeans include subtle personal touches, including Bieber's signature printed inside the pocket lining and "1996," her birth year, incorporated into the design details.

Speaking about the collaboration, Bieber said Gap had been part of her wardrobe since childhood, describing the partnership as a natural fit, as per the outlet. 

Moreover, she said she drew inspiration from the effortless way people wore denim in the late 1990s and wanted the collection to feel modern while maintaining a nostalgic appeal.

The campaign was photographed by Mario Sorrenti and styled by Alastair McKimm, while an accompanying short film directed by Charlie Di Placido features The Cranberries' hit Linger, further embracing the era that inspired the collection.