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"When it comes to high-quality staples, Gap has always been the unanimous favorite. Still, the brand continues to raise the bar—this time, with an elevated take on wardrobe essentials in the first-ever GapStudio collection." GapStudio represents our highest expression of style, craftsmanship and quality, created in the new atelier inside Gap’s New York HQ. Designed by Zac Posen, GapStudio showcases expert tailoring, intricate details and a modern take on American style.
Our teams closed out 2024 stronger than ever. Fueled by innovation, big ideas, product newness and compelling marketing with a social-first approach, Gap reported a +7% comp in Q4. This represents our fifth consecutive quarter of positive comps and seventh consecutive quarter of market share gains. It was an incredible year for our teams, check out a look back at the highlights. And the best part? We're just getting started.
This week, we launched our Spring campaign — a celebration of comfort and confidence. Wearing our most loved essentials, the "Feels like Gap" campaign stars actor Parker Posey in a dance-filled spot to showcase comfort in our clothes and the comfort to be yourself. “Confidence is a feeling, a feeling that you’re free to be your best self,” Posey said in a statement. “When I got to work for the Gap on this shoot, it reminded me of my early days being carefree and comfortable in clothes, and dancing how we wanted. I was inspired to see the next generation keeping that spirit alive — it was cool and optimistic.” Experience the campaign and dance like no one's watching.
We recently announced a yearlong GapVintage program curated by Sean Wotherspoon that brings our beloved archive pieces to the hands of our fans. A series of drops throughout the year, each a collection of iconic Gap essentials will be tailored to each season and curated by Sean through his travels across the globe. "I’m excited to see Gap take curated control over the supply of its vintage product and renew this program in an even bigger way since we pioneered it almost two years ago," said Sean Wotherspoon, Gap Global Vintage Curator. “As the vintage and secondhand market continues to grow and resonate among younger generations, I’m looking forward to bringing GapVintage to the hands of today’s youth around the world."
Gap was recognized in Fast Company’s fourth annual Brands That Matter list, honoring brands that profoundly resonate with individuals and communities through captivating branding and marketing efforts that have established relevance and impact on culture. Through global campaigns that showcase our product icons such as "Linen Moves" featuring Grammy Award-winning Afrobeats artist Tyla and "Get Loose" starring Grammy-nominated Australian pop singer Troye Sivan, read more about how we've connected to culture in new ways this year on Fast Company.
Have you checked out our official Hoodie that Hoodies. We tapped viral content creator Julia Huynh to help us reimagine Gap's iconic hoodie. Erika Everett joined Glossy to share more about the origins of Gap's first ever creator design partnership and how the brand is leading with a social-first mindset: Engaging with creators is “core to any winning marketing strategy,” Everett said, calling this collaboration unique due to its organic nature. Gap’s hoodies, which turn 30 next year, have increased in popularity over the last couple of years. In 2021, its logo hoodie, particularly in brown, became a Gen-Z fixation. “Fleece is a very important category for us. … It’s always nice to take one of those classic icons that the brand is known for and then put a twist on it. And I think that’s the beauty and the magic of this collaboration,” Everett said.
Featured on WWD, our "Give Your Gift" holiday campaign spotlights a completely social media-native cast and invites all to come together during the holidays to showcase their originality. The campaign nods to our brand heritage and bridges pop culture nostalgia with today's rising talent — Hana Effron, Lamont Landers, Nyjah Music & Zyah Rhythm, Liamani, Aneesa Strings, Paige Fish, Amaria and Paw Paw Rod — as they sing an a capella rendition of Janet Jackson's iconic hit "Together Again" while wearing Gap's holiday essentials. Learn more about the cast and the campaign over on WWD
The Force is strong with this one. Last week, we unveiled our latest collection with The Walt Disney Company with a special limited-edition Star Wars™ capsule. Gap essentials, such as our Vintage Soft fleece, have been blended with iconic characters to make an elevated and edgy expression of the iconic films, a perfect gift for fans of all ages in time for the holidays. Learn more about the drop on WWD and check out the collection on Gap.com and in select stores.
WWD shared the news of our Gap x Disney Collegiate Capsule which celebrates Gap's timeless essentials featuring classic Mickey & Friends characters. This new limited-edition collaboration is an expansion of our longstanding relationship with the iconic American brand, delivering elevated and style-forward designs that feature a collection of varsity prints, preppy colors and collegiate fonts.
In Reed Nelson's GQ Magazine piece "Damn, Even Gap is Good Now," he highlights what we do best — creating the most-loved essentials of the season. From utility staples and archival-inspired pieces to our proprietary textile CashSoft, check out some of his favorites from our Men's Fall collection on GQ:
