Gap unveiled its spring 2025 campaign, “Feels Like Gap,” featuring actress Parker Posey in a vibrant celebration of self-expression. The 90-second centerpiece commercial, soundtracked by Mette’s 2023 single “Mama’s Eyes,” showcases Posey dancing freely alongside a diverse ensemble. Directed by Talia Collis, the campaign highlights Gap’s signature ’90s-inspired pieces like Baggy Carpenter Jeans and Vintage Cropped Tees.
Creative Vision & Distribution
The women-led creative team—including photographer Amy Troost and choreographer Sadie Wilking—developed content spanning OOH, social media, and Gap-owned channels. Digital extensions feature a dynamic lookbook and an in-store playlist curated by Posey, reinforcing the brand’s nostalgia-driven aesthetic.
Strategic Brand Alignment
Gap continues capitalizing on Gen Z’s affinity for Y2K fashion, following fall 2024’s Troye Sivan-fronted campaign set to Thundercat’s “Funny Thing.” The Posey collaboration bridges generational appeal, leveraging her indie-film legacy and recent role in The White Lotus. “This collection inspires individuality,” said Gap CEO Mark Breitbard in a release.
Corporate Context
Parent company Gap Inc. reported $3.8B Q3 2024 revenue (1.6% YoY growth), with online sales surging 7%. The campaign aligns with Gap’s revamped marketing strategy under Global CMO Fabiola Torres, who joined from PepsiCo in 2023 to unify branding across Old Navy and Banana Republic.
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