Hailey Bieber

Hailey Bieber dropped a collab with Gap. There was a photo of that went super viral she was wearing these perfectly, hammed Levi's jeans. because they Levi's jeans, nobody could And it created because the way things is so cool and so effortless. The Hailey Jean. Gap did a collab with her jeans could access want to buy whatever Hailey touches. Like she just has this crazy effect. Hailey is known of making and she wears in her style. Gap has been on a tear with collab GAP GAP GAP Harlem over $1 Billion in profit amount of collabs they've been doing. So this is a that they've known to work. What's interesting, Hailey Bieber X Gap collab is, in fact, World Building because the collab only two styles, so it's two low obviously the design was super on brand. For Hailey, the creative was top notch. It tapped into nostalgia marketing. connected into her They tied it to 1996, birth year, also the year most successful for Jean sales for Gap. They also had like on the pocket, on the inside, signature stitched in that they only did these two pairs, Hailey Bieber x Gap <3 kind of broke Hailey Bieber x Gap <3 because it was really curated. It was very edited, pared down, very on brand for Hailey. It, absolutely She has taste. Hailey brought taste made the product that fit the taste. To me, this is an example of reaction marketing done well, a formula to what Hailey does best, and it's making things really cool at an affordable price point. There's actually larger formula brands are using, and it has this element of, nostalgia, a familiar face and a shoppable viral moment. that's the equation. world building is such a buzz why is this world building? The reason why it's is that you need to create compounding that speaks to visual, creative cues that allow people to enter into that world. what Hailey Bieber does so masterfully. and you create desire through that mental image want to enter you're a part of. And that's campaign did so well, is that she does something a part of it, it's done so creatively well that you can be a little bit more like Hailey