Through a soulful reinterpretation of “The Climb,” from rising artist SIENNA SPIRO Gap shines a light on connection, hope, and the power of music to unite generations this holiday season
Gap launches their holiday campaign Give Your Gift, with creative that builds on momentum from last holiday season — Give Your Gift celebrates how sharing our unique gifts makes us stronger together. Through music, style and connection, the campaign brings people together around Gap’s holiday collection, pairing soulful storytelling with the brand’s most-loved essentials.
Anchored by a reimagined version of Miley Cyrus’ “The Climb,” the film — directed by Bethany Vargas and photographed by Bjorn Iooss, the creative duo behind Gap’s Better in Denim campaign — features a vocal performance from 20-year-old London-based singer-songwriter, SIENNA SPIRO. SIENNA is joined by a multigenerational choir, ages 8 to 72 and together, they turn a nostalgic song into a collective message of strength and connection.
“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, Chief Marketing Officer of Gap brand. “Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.”
Gap’s holiday collection is designed to feel as good as it looks. CashSoft, the brand’s proprietary, machine-washable knit, has become a modern staple since its debut four years ago. This season, CashSoft is reimagined in new silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, as well as an expanded assortment of matching sets offering lasting comfort, shape, and style. Gap’s heritage fleece is available in upgraded weights and finishes that elevate the brand’s most recognizable icon hoodie, alongside matching sleepwear and accessories made for gifting and self-gifting alike.
Give Your Gift launches November 4 across digital, social, video, and Gap brand channels. In stores this holiday, Gap is modernizing the global in-store experience around destination categories and elevated product in San Francisco, London, Dallas, and Chicago — each designed to make holiday shopping more intuitive, immersive, and inspiring. The Holiday 2025 collection is available now in Gap stores and on gap.com.
Press Contact:
Gap | PR Consulting
gap@prconsulting.net
jenna_stone@gap.com
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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