OBB Media

Gap and Hailey Bieber Launch ’90s-Inspired Denim

Gap partnered with model and entrepreneur Hailey Bieber to launch "The Hailey Jean," a ’90s-inspired denim capsule nodding to 1996. The limited-edition collection includes two relaxed fits (Extra Baggy and Low Rise Loose) across six washes, features Bieber’s printed signature inside the pocket lining and '1996' branding, and is priced at $89. The capsule goes on sale July 16 online and in select Gap stores across the U.S., Canada, the U.K., France, Japan and additional international markets. The campaign centers on a minute-long hero film, creator partnerships and paid/owned social, digital and out-of-home activations (including billboards in Times Square and on Sunset Boulevard). The film was produced by Bolded (OBB’s branded content studio), directed by Charlie Di Placido, photographed by Mario Sorrenti and styled by Alastair McKimm; OMD manages paid media. Gap’s Q1 comparable sales rose 10% to $796 million; Gap Inc. rose 2%.

Ad-Supported Models Face Scrutiny Amid Brand Controversies

Tuesday’s AdExchanger daily roundup covers regulatory pressure, political dynamics in advertising, and debates over ad-supported models. Disney announced that Jimmy Kimmel Live! would return from a brief suspension following controversy over Charlie Kirk’s remarks, with a backlash from celebrities, politicians, and consumers pressuring reversal; advertisers’ direct influence remains unclear. The piece also notes ongoing brand-safety and political neutrality scrutiny in ad spend. It highlights the FTC’s approval of the OMG/IPG merger under conditions and ongoing investigations of ad agencies and brand-safety vendors for political bias. It discusses whether Wikipedia could sustain itself with ads, with Robin Berjon arguing a privacy-friendly ad tech approach, though contributors and the Wikimedia Foundation may resist. Separately, a civil trial in the Amazon Prime “dark patterns” case began, and a proposed click-to-cancel rule was blocked. The roundup closes with industry hiring moves and other related topics.