Gap has launched its new Spring 2025 campaign, Feels Like Gap, embracing the power of comfort and self-expression. The campaign, headlined by actor Parker Posey, is a celebration of confidence, movement, and soft product essentials designed to let individuals express their truest selves.
Rooted in Gap’s legacy of timeless wardrobe staples, the collection presents a fresh take on everyday dressing, blending style, quality, and comfort. The campaign captures the essence of uninhibited movement, showcasing Posey’s signature charm alongside a diverse group of dancers in a dynamic visual narrative.
A Campaign That Embodies Freedom and Originality
“Feeling comfortable is the ultimate confidence,” said Mark Breitbard, President and CEO of Gap. “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.”
The campaign’s visuals, shot by renowned photographer Amy Troost and directed by Talia Collis, showcase Posey and dancers moving freely to Mama’s Eyes by pop artist Mette. Choreographed by Sadie Wilking, the 90-second spot narrates a powerful story through dance, music, and styling, encouraging audiences to embrace their individuality.
Spring 2025 Collection: A New Take on Classic Comfort
Gap’s Spring 2025 lineup focuses on ultra-soft fabrics, relaxed silhouettes, and versatile styling options. Highlights include:
- UltraSoft Carpenter Jeans – A fresh take on the classic style, featuring a relaxed, modern look. Posey pairs them with the Denim Big Shirt in Natural.
- Modern Rib Cropped T-Shirt – A nod to ‘90s fashion, available in Camel Tan Stripe, worn solo or layered with the Scoop Neck Ribbed Tank Top.
- Organic Cotton Vintage Cropped Tee – A softer, boxier update to the beloved Vintage Tee, as seen on dancer Camila.
- Relaxed Icon Denim Jacket – A reimagined version of the brand’s best-selling Icon Jacket, featuring a roomier fit, worn by dancer Alyson.
A Nostalgic Yet Forward-Thinking Approach
Reflecting on the campaign, Posey shared, “Confidence is a feeling, a feeling that you’re free to be your best self. Working with Gap on this shoot 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.”
The campaign will be featured across digital media, out-of-home advertising, video, social platforms, and Gap’s brand channels. Fans can also experience digital storytelling elements, including an in-store playlist curated by Posey and engaging creator-led content.
About Reliance Retail Limited
Reliance Retail Limited, a subsidiary of Reliance Retail Ventures Limited (RRVL), operates an omnichannel network of over 19,000 stores across various consumption categories, serving more than 338 million registered customers. In the financial year ending March 31, 2024, RRVL reported a consolidated turnover of ₹306,786 crore and a net profit of ₹11,101 crore.
