Gap has tapped Gwyneth Paltrow and her daughter, Apple Martin, to front the Fall/Winter 2025 GapStudio Collection 03 campaign.
Fall/Winter 2025 – One collection, two generations, Brought together by classics made to wear and share.
The campaign was shot by Mario Sorrenti, with creative direction by Zac Posen, EVP and creative director of Gap Inc. Included are both still images and a short film (directed by LOOK & Julian Klincewicz), which emphasize the emotional and generational link between mother and daughter, and the idea of a shared closet – see below.
The campaign 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 [aired 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.
“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 Gap clothes since I was that age.”
And yes, of course, there’s lots of denim included! Sculptural denim pieces, re-imagined shapes, seaming, and detail work. Have a look here 👖💙
You can check out the complete collection and shop for the items in the GAP website.
