Gwyneth Paltrow and Apple Martin for GapStudio’s Fall 2025 Ad Campaign

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Gap announces the launch of GapStudio Fall/Winter 2025, Collection 03 with a campaign starring Gwyneth Paltrow and her daughter Apple Martin, photographed by Mario Sorrenti, with creative direction by Zac Posen, EVP and Creative Director of Gap Inc.

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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 — layered 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.

“This campaign and collection are about connection through style,” says Zac Posen. “They reflect how clothing moves through time, borrowed, reinterpreted, and made personal. In creating this campaign, we worked with extraordinary creative talents, in front of and behind the camera, to honor Gap’s heritage of iconic portraiture – images that have shaped culture and defined generations – while making something new for today. The collection itself was inspired by the feeling of ’90s New York – the music, the energy, the mix of elegance and edge — a moment when modernism and nostalgia collided to create a new style language. That spirit comes through in the pieces: tailoring with presence, sculptural denim, and satin that brings movement and ease. It’s a capsule designed to carry forward, season after season.”

“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 clothes since I was that age.”

The GapStudio Fall/Winter 2025 Collection 03, designed by Zac Posen, draws on the romanticism and futurism of the 1960s and the feminine minimalism and energy of downtown New York of the 1990s. Built as an elevated capsule, the first Fall release features 38 pieces that are intimate, versatile, and timeless, meant to be lived in, remembered, and reimagined across time. Featuring anatomical seaming, sculptural denim, and fluid satin, the collection draws inspiration from icons including Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, Sofia Coppola, Zoe Kravitz, and Gwyneth Paltrow, alongside the downtown style energy of the ’90s. The result is a wardrobe that balances elegance with edge, nostalgia with modernity.

[Photo Credit: Mario Sorrenti for GapStudio]

• Ad Campaigns
• Apple Martin
• Fall 2025 Ad Campaigns
• GapStudio
• Gwyneth Paltrow
• Mario Sorrenti