GAP continues to bet on Denim’s narrative as a thread between generations. The brand has had Gwyneth Paltrow and his daughter Apple Martin as new ambassadors for his autumn/winter collection, in a campaign that reinforces his current positioning between nostalgia and modernity.

Creatively directed by Zac possen and photographed by Mario Sorrenti, explores the link between mother and daughter through clothes, cultural references and shared memories. Inspired by the New York style of the 90s, the Connect icons campaign with a new generation of referents.

“GAP has always been a brand that connects generations and shapes culture”has declared Mark Breitbard, president and CEO of GAP, on the occasion of this campaign. “Our story is linked to original talents, and this collaboration continues that legacy with a fresh perspective on timeless design.”

The choice of Gwyneth Paltrow and Apple Martin responds to the fact that both symbolize the idea that clothing is also inherited and resigned. “We wanted to show how garments move over time and become personal”Zac points out. In the campaign video, mother and daughter represent him.

The emotional value of the cowboy

This new episode in the GAP strategy is aligned with its recent approach: to recover the emotional value of the cowboy as a key garment, not only of costumes, but also of brand positioning. A few weeks ago the brand already opted for this idea with the launch of the “Better in Denim” campaign, starring the Katseye musical group.
And it is that fashion brands are using denim not only as a product, but as a narrative resource to talk about inheritance and authenticity, consolidating the cowboy as a transverse symbol.

The renewal of gap marketing began with the arrival of former Mattel executive, Richard Dickson, as executive director of the parent company, in 2023. Its current marketing director, Fabiola Torres, joined in 2024.

The company reported stable sales in the second quarter of $ 3,730 million, from the 3,720 million a year ago,