THE WHITE LOTUS Star Parker Posey for Gap’s Spring Ad Campaign

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Starring Parker Posey, “Feels like Gap” spotlights creators through movement, music, and soft product essentials that let you be your truest self.

This spring, Gap is celebrating confidence by embracing the power of comfort. The “Feels like Gap” campaign is a tribute to effortless self-expression with a collection of soft, elevated product essentials designed to inspire personal style. Rooted in Gap’s legacy of timeless wardrobe staples, the collection brings a fresh perspective to everyday dressing by merging style, quality, and comfort.

The campaign, starring actor Parker Posey, embodies the spirit of dancing like no one is watching. Known for her fearless creativity and distinct personal style, Posey brings an optimistic energy and humor to each frame.

“Feeling comfortable is the ultimate confidence,” said Mark Breitbard, President and CEO, Gap brand. “Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically. True style starts with feeling good in what you wear – Parker is unapologetically herself – a true Gap original who inspires others to embrace their originality.”

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The campaign, created and documented by industry leading female creatives, like photographer Amy Troost, director Talia Collis and choreographer Sadie Wilking, showcases Parker moving freely alongside a diverse group of dancers. The 90-second spot, set to the emotional track “Mama’s Eyes” by pop-artist METTE, tells a powerful story through dance, sound, and styling that represents a message of acceptance and invites viewers to share their unique story with the world around them.

“Confidence is a feeling, a feeling that you’re free to be your best self. 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,” said Parker Posey. “I was inspired to see the next generation keeping that spirit alive — it was cool and optimistic.”

[Photo Credit: Amy Troost, Courtesy of Gap – Video Credit: Gap/YouTube]

• Ad Campaigns
• Amy Troost
• Parker Posey
• Spring 2025 Ad Campaigns