Hailey Bieber Brings ’90s Style to New Gap Jeans Commercial
This commercial taps into the current appetite for ’90s fashion without treating nostalgia as a museum piece: Hailey Bieber models loose, baggy denim while The Cranberries’ “Linger” supplies an instantly recognizable time-capsule soundtrack. The final 1996 reveal gives the campaign a playful personal hook, while the limited-edition Hailey Jean makes the styling feel more tangible for fans interested in vintage-inspired Gap design and celebrity fashion collaborations.
Hailey Bieber stars in Gap’s nostalgic new GapJeans campaign, celebrating the effortless style of the late ’90s with loose, baggy denim inspired by 1996. Set to The Cranberries’ hit song Linger, the commercial embraces vintage fashion and pop culture before ending with a playful reveal from Bieber that 1996 wasn’t just the inspiration for the collection—it was also the year she was born.
The campaign promotes The Hailey Jean, a limited-edition collaboration between Gap and Hailey Bieber featuring the Extra Baggy and ’90s Low Rise Loose styles. Directed by Charlie Di Placido with creative by OBB Media’s Bolded studio, the campaign draws inspiration from Gap’s iconic ’90s advertising while pairing Bieber’s signature style with one of the decade’s most recognizable songs. The collection launched on July 16, 2026, and is available through Gap stores and online while supplies last.
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Hailey Bieber stars in Gap's nostalgic new GapJeans campaign, celebrating the effortless style of the late '90s with loose, baggy denim inspired by 1996. Set to The Cranberries' hit song Linger, the commercial embraces vintage fashion and pop…
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