The brand’s recent ’90s-inspired collaboration and campaign with Rhode founder Hailey Bieber has also struck a chord with the zeitgeist. At the center of it is the Hailey Jean, a limited-edition denim capsule featuring the Extra Baggy and the ‘90’s Low Rise Loose. According to the social media management platform Metricool, since the Hailey Bieber x Gap collaboration was announced on July 13, Gap’s profile engagement skyrocketed by nearly 220 percent and added more than 25K followers. The Hailey Bieber x Gap announcement reel earned a 5.27 engagement rate, generating 194.6K likes and 623 comments, and the teaser post earned a 3.66 engagement rate, with 134.03K likes and 1.16K comments. That was not the case for Gap x Hailey Bieber, which benefited from Gap’s 57 years of experience in jeans and Bieber’s well-documented denim style and her track record of generating social media interest around denim.