Denim has never left our wardrobes, but in 2025 it is once again taking center stage in the marketing strategies of major fashion brands. Gap is leading the charge with its new fall/winter campaign, starring actress Gwyneth Paltrow and her daughter Apple Martin, positioning denim as a symbol of family ties, cultural heritage, and authenticity.
Directed by Zac Posen and shot by renowned photographer Mario Sorrenti, the campaign captures the intimacy and complicity of the mother-daughter duo. Inspired by 1990s New York style, its aesthetic blends nostalgia with modernity, using Apple Martin as a symbol of the new generation while invoking the cultural memory of an era defined by denim.
“The idea was to show that clothes don’t just dress us — they carry stories, they are passed on, and they reinvent themselves,” explained Zac Posen. This narrative-driven approach reflects Gap’s broader strategy of creating campaigns that go beyond product to celebrate values of continuity and authenticity.
Gap has already tested this positioning with its “Better in Denim” campaign, fronted by musical group Katseye. The message is consistent: denim is no longer presented solely as a wardrobe essential but as a canvas for identity, memory, and shared culture.
Since the arrival of Richard Dickson as CEO of Gap Inc. in 2023 and the appointment of Fabiola Torres as CMO in 2024, the company has been reworking its brand identity to compete with giants like Levi’s and Uniqlo. Recent results show cautious optimism: Gap reported revenues of $3.73 billion in the second quarter of 2025, slightly above the $3.72 billion recorded the previous year.
The Paltrow-Martin campaign underscores Gap’s strategy to reconnect with consumers on an emotional level. By highlighting intergenerational storytelling and the timeless power of denim, Gap is betting that heritage and culture may prove more compelling than chasing fleeting trends.
