Gap Bridges Generations with a Campaign Celebrating Self-Expression and a Timeless Collection
Gap announces the launch of GapStudio Fall/Winter 2025, Collection 03, on October 2 with a campaign starring Gwyneth Paltrow and her daughter Apple Martin, photographed by Mario Sorrenti, with creative direction by Zac Posen, EVP and Creative Director of Gap Inc.
“Gap has always been known for campaigns that bridge generations and shape culture,” said Mark Breitbard, President & CEO of Gap brand. “From our iconic ’90s ads to today, we’ve celebrated original talent—both accomplished and emerging—to inspire self-expression. Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design. Gap’s identity has always been rooted in culture, storytelling, and connecting people across generations.”
The campaign, photographed by Mario Sorrenti with fashion and image direction by Alastair McKimm, is accompanied by a short film directed by LOOK & Julian Klincewicz. The film deepens the narrative with an intimate portrait of style, memory, and connection—exploring the idea of a shared closet, where Apple draws from her mother’s ’90s wardrobe while shaping a style of her own.
Through moments of playful borrowing between mother and daughter, the film reflects on how personal style evolves across generations. Woven throughout are personal moments of advice passed from Gwyneth to Apple — about individuality, self-acceptance, and empowerment — layered with Apple’s perspective on carving out her own identity. The imagery and film together underscore how Gap has always transcended clothing to tell cultural stories: campaigns that connect eras, bridge generations, and highlight the lasting role of style in shaping self-expression.
“This campaign and collection are about connection through style,” says Zac Posen. “They reflect how clothing moves through time, borrowed, reinterpreted, and made personal. In creating this campaign, we worked with extraordinary creative talents, in front of and behind the camera, to honor Gap’s heritage of iconic portraiture – images that have shaped culture and defined generations – while making something new for today. The collection itself was inspired by the feeling of ’90s New York – the music, the energy, the mix of elegance and edge — a moment when modernism and nostalgia collided to create a new style language. That spirit comes through in the pieces: tailoring with presence, sculptural denim, and satin that brings movement and ease. It’s a capsule designed to carry forward, season after season.”
“Gap has always been part of my family’s life,” said Gwyneth Paltrow. “It’s classic and effortless, and Zac has brought a fresh perspective that makes the brand more wearable than ever.”
“When I think of Gap, I think of growing up with it,” said Apple Martin. “When I was little, I was always dressed in Gap Kids, and I’ve loved clothes since I was that age.”
The GapStudio Fall/Winter 2025 Collection 03, designed by Zac Posen, draws on the romanticism and futurism of the 1960s and the feminine minimalism and energy of downtown New York of the 1990s. Built as an elevated capsule, the first Fall release features 38 pieces that are intimate, versatile, and timeless, meant to be lived in, remembered, and reimagined across time. Featuring anatomical seaming, sculptural denim, and fluid satin, the collection draws inspiration from icons including Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, Sofia Coppola, Zoe Kravitz, and Gwyneth Paltrow, alongside the downtown style energy of the ’90s. The result is a wardrobe that balances elegance with edge, nostalgia with modernity.
Collection Highlights:
- The Seamed Icon Denim Jacket ($148), High Rise Seamed Boot Jeans ($168), Seamed Denim Midi Shirtdress ($298), Seamed Denim Cap-Sleeve Midi Dress ($178), and Seamed Denim Midi Dress ($198): Sculptural silhouettes with anatomical seam construction, reimagining denim with precision and poetry.
- Satin Midi Dresses ($118), Satin Slip Maxi Dress ($128) and Knit Crop Cardigans ($148): Fluid drape and softness contrasted by the crisp tailoring of the Poplin Bow Shirt ($128), Poplin Bodysuit ($98), Pointelle Bodysuits ($98), and Sheer Turtlenecks ($54) to create a wardrobe designed for infinite possibility.
- Poplin Belted Maxi Shirtdress ($178): Offered in White, Navy, and Khaki, this reinterpretation of the iconic white shirt pays homage to Gap’s heritage with modern strength and ease.
- Vegan Patent Leather Crop Jackets ($228) and Mini Skirts ($118): Exaggerated zippers and oversized snaps bring bold, graphic edge.
- Denim Cropped Jackets ($228), Low Rise Denim ($128) and a Mini Skirt ($118): Crafted with a needle-punch technique, a tweed-like effect introduces a fresh texture on a classic fabric.
- A refined color palette of deep signature blues, nuanced neutrals, crisp white and soft rose tones.
GapStudio Fall/Winter 2025 Collection 03 reflects not only where the brand has been, but where it’s headed, American style —redefined and ready for what’s next. The first Fall drop launches October 2 in select international and U.S. stores and online at gap.com.
Campaign Credits:
Creative Direction by Zac Posen
Photography by Mario Sorrenti
Videography by LOOK & Julian Klincewicz
Fashion and Image Direction by Alastair McKimm
Featuring Gwyneth Paltrow and Apple Martin
Hair by Bob Recine
Makeup by Aaron De Mey
Manicure by Elle Gerstein
#GapStudio
Press Contacts:
GapStudio| PR Consulting
gapstudio@prconsulting.net
jess_chan@gap.com
About GapStudio
GapStudio, the brand’s elevated segment, serves as the platform for this expression. Conceived inside Gap’s New York City headquarters, GapStudio represents the highest expression of the iconic American brand—in terms of style, craftsmanship, and quality. The line showcases expert tailoring, intricate detailing, and a modern take on American fashion, setting the foundation for an ever-evolving exploration of design, culture, and creativity.
About Gap
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally-relevant experiences that celebrate individuality. Gap is an apparel and accessories brand that offers GapKids, babyGap, Gap Maternity, GapBody and GapFit collections as well as limited-edition collections with GapStudio and with partner brands through GapX. The brand also serves value-conscious customers with exclusively designed collections for Gap Outlet and Gap Factory Stores. Gap is the namesake brand of the global specialty retailer, Gap Inc. (NYSE: GAP) and connects with customers online and in company-operated and franchise retail locations globally. For more information, please visit gap.com.
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