Gap unites generations through a campaign that celebrates self-expression in a timeless collection, marking a new chapter for the Studio collection created by Zac Posen.
Gap announces the launch of GapStudio Fall/Winter 2025, Collection 03, on October 23, through a campaign featuring Gwyneth Paltrow and her daughter, Apple Martin, photographed by Mario Sorrenti, under the creative direction of Zac Posen, Executive Vice President and Creative Director of Gap Inc.
“Gap has always been known for campaigns that unite generations and shape culture,” said Mark Breitbard, President & CEO of the Gap brand. “From the iconic ads of the ’90s to today, we have celebrated authentic, established, and emerging talent to inspire free expression. Collaborating with Gwyneth and Apple carries this legacy forward, offering a fresh perspective on timeless design. Gap’s identity has always been about culture, stories, and connections between 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 through an intimate portrait of style, memory, and connection, exploring the idea of a shared closet, in which Apple draws inspiration from her mother’s wardrobe from the ’90s while shaping her own style.
Through moments of complicity between mother and daughter, the film captures how personal style evolves across generations. The story is interwoven with advice passed from Gwyneth to Apple about individuality, self-acceptance, and inner strength, complemented by Apple’s perspective on her own identity. Together, the images and the film reaffirm how Gap has transcended the boundaries of fashion to tell cultural stories that connect eras and people, defining self-expression through style.
“This campaign and this collection speak about connection through style,” says Zac Posen. “About how clothes travel through time, are borrowed, reinterpreted, and transformed into something personal. We worked alongside extraordinary talent, in front of and behind the camera, to honor Gap’s legacy in iconic portraiture—images that have defined generationswhile also creating something relevant for the present. The collection was inspired by the energy of 1990s New York the music, the dynamism, the balance between elegance and attitude a moment when modernism and nostalgia met to give rise to a new language of style. That vibe is felt in the pieces: suits with attitude, sculptural denim, and fluid satin. It is a collection designed to remain in the wardrobe season after season.”
“Gap has always been part of my family’s life,” says Gwyneth Paltrow. “It’s classic, effortless, and Zac’s vision brings a fresh breath that makes the brand more wearable than ever.”
“When I think of Gap, I think of my childhood,” adds Apple Martin. “When I was little, I always wore Gap Kids, and I think that’s where my love for fashion began.”
About the Collection
GapStudio Fall/Winter 2025, Collection 03, signed by Zac Posen, blends the romance and futurism of the ’60s with feminine minimalism and the downtown New York energy of the ’90s. Built as a sophisticated capsule, the season’s first release includes 38 versatile and timeless pieces, created to be worn, remembered, and reinterpreted over time.
The collection features anatomical tailoring, sculptural denim, and fluid satin, inspired by Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, Sofia Coppola, Zoë Kravitz, and Gwyneth Paltrow, as well as by the urban energy of the ’90s. The result is a wardrobe that balances elegance with attitude, nostalgia with modernity.
GapStudio Fall/Winter 2025, Collection 03 marks not only the brand’s past but also the direction in which it is heading: redefined American style, ready for the future.
The first release of the collection will be available starting October 23 on gap.ro and in the GAP+ mobile app.
