Gwyneth Paltrow and her daughter Apple Martin are starring in GapStudio’s fall 2025, Collection 03 campaign. The ads were photographed by Mario Sorrenti with creative direction by Zac Posen, executive vice president and creative director of Gap Inc.

“Gap has always been known for campaigns that bridge generations and shape culture,” said Mark Breitbard, president and chief executive officer of Gap brand. “From our iconic ’90s ads to today, we’ve celebrated original talent — both accomplished and emerging — to inspire self-expression. Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design. Gap’s identity has always been rooted in culture, storytelling and connecting people across generations.”

Alastair McKimm handled fashion and image direction for the 03 campaign which is accompanied by a short film directed by Look and Julian Klincewicz. The film gives an intimate portrait of style, memory and connection — exploring the idea of a shared closet, where Apple draws from her mother’s ’90s wardrobe while shaping a style of her own.

Through playful moments of borrowing between mother and daughter, the film reflects on how personal style evolves across generations. Woven throughout are personal moments of advice passed from Paltrow to Martin about individuality, self-acceptance, and empowerment — layered with Martin’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.

The 21-year-old Martin, a student at Vanderbilt University in Nashville, Tenn., is also the daughter of singer Chris Martin of Coldplay.

In April, Gap officially launched its first collection under GapStudio, a new high-end segment designed to elevate the brand’s reputation for craftsmanship and style. Created by Posen, Collection 01 reflected Posen’s signature approach to tailoring and draping while reimagining Gap’s core textiles like denim and poplin. That campaign was also photographed and directed by Sorrenti, with styling by McKimm. It featured models Alex Consani, Imaan Hammam and Anok Yai. When GapStudio was introduced, Breibard said, “GapStudio creates both accessible, coveted retail collections and exclusive, one-of-a-kind designs that celebrate self-expression and solidify Gap’s place in culture.”

The concept for GapStudio emerged shortly after Posen’s appointment in February 2024. Initially, the studio operated as a creative incubator within Gap’s New York headquarters, producing one-of-a-kind pieces for red carpet events. Anne Hathaway and Da’Vine Joy Randolph were some of the celebrities who modeled GapStudios designs on the red carpet.

Discussing the new campaign for 03, Posen said, “This campaign and collection are about connection through style. 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,” explained Posen.

Paltrow, the actress and businesswoman who founded the wellness and lifestyle brand Goop, said, “Gap has always been part of my family’s life. 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 Martin. “When I was little, I was always dressed in Gap Kids, and I’ve loved clothes since I was that age.”

In discussing the decision to feature Paltrow and Martin in the shoot, Posen told WWD, “This campaign and collection are about bridging generations, the same way that Gap has been doing it since its foundation. We envisioned it as a collection that could be stolen and borrowed, a timeless style that keeps evolving. Who better to embody that idea than such an iconic mother-daughter duo of Gwyneth and Apple? Gwyneth defined ’90s style with her effortless minimalism and inspired an entire generation, and we’re just beginning to see Apple’s incredible style story unfold. Together, they perfectly capture what this collection is all about: timeless pieces that keep evolving with each generation.”

Asked if he’s every worked with Paltrow previously, Posen replied, “I had the honor of dressing Gwyneth for the 2007 Academy Awards. I’ll never forget the fitting: Blythe [Danner, her mother] was there, Gwyneth was slipping into the gown, and little Apple was crawling around playing with the jewels. It was one of those moments where three generations together were sharing this experience. To be able to work with Gwyneth and Apple now, all these years later, feels like such a full-circle moment.”

Posen said the creative direction for this campaign grew out of the vision for the collection. He said that collaborating with Sorrenti and McKimm, along with with Klinecewicz and Andrew Gold for the film “is always inspiring — we shared a clear sense of how to capture not just the clothes, but the emotion behind them. It became a true creative dialogue and that energy really comes through in the final images.”

Posen said that at the heart of the campaign is the idea of connection — between generations, between personal history and self-expression. “Through the imagery and the film, we wanted to reflect on how style is passed on, reinterpreted and made new again. Watching Apple borrow pieces from her mother’s wardrobe while shaping a look that’s entirely her own felt like a beautiful metaphor for how fashion lives on.”

Asked what he hopes people will take away from the campaign, Posen said, “What I love about this campaign is the dialogue between decades and generations — there’s a real sense of continuity, but also reinvention. I think that’s incredibly powerful, especially right now. This was the perfect moment to reignite Gap’s longstanding history of portraiture — those iconic images that have always captured not just style, but identity. I hope people see themselves reflected in this new chapter. It’s about individuality, confidence, and connection — and I think that’s what makes fashion and campaigns like this truly resonate.”

He said that Gap has always been about more than just clothing. “From those iconic ’90s campaigns to where we are taking the brand today, it’s a brand that celebrates storytelling, individuality and cultural moments. The film captures quiet, intimate exchanges between mother and daughter — style, advice, confidence — and those layers make it more than just a fashion campaign. It’s about how we carry pieces of each other through time. I wanted the visuals to feel timeless yet fresh, rooted in gap’s heritage of iconic portraiture but seen through a modern lens.”

Posen explained that the GapStudio customer appreciates quality and detail, but also wants pieces that are easy to mix, match and wear every day. “GapStudio is about giving them wardrobe staples with presence, great tailoring, thoughtful construction, but always approachable and versatile,” he said.

The GapStudio fall/winter 2023 Collection 03, designed by Posen, draws on the romanticism and futurism of the 1960s and the sharp minimalism and sleek energy of downtown New York of the 1990s. Featuring anatomical seaming, sculptural denim, and fluid satin, the collection draws inspiration from such icons as Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, Sofia Coppola, Zoë Kravitz and Paltrow, alongside the downtown style energy of the’90s.

Built as an elevated capsule, the first fall release features 38 pieces that are intimate, versatile and timeless, and meant to be lived in. Among the collection highlights are the seamed icon denim jacket ($148) and midi shirtdress ($298), satin midi dresses ($118), and knit crop cardigans ($148). Other looks include a poplin bow shirt ($128), pointelle bodysuits ($98), and sheer turtlenecks ($54). The collection is rounded out with vegan patent leather crop jackets ($228) and miniskirts ($118).

Posen said he’s particularly excited about the outerwear, along with the denims and poplins.

“We have great outerwear pieces in the collection from the oversize cocoon coat to the double-faced wool coat that are made to be worn by anyone and everyone. I’m also really excited about the pieces that reimagine Gap’s iconic fabrics like denim and poplin. We’ve taken these classics and given them a little extra — tailoring, thoughtful seams, details that make them feel special and built to last.”

The first fall drop, which launches Oct. 2, will be sold in selected international and seven U.S. stores and online at gap.com. The price range is $54 to $298.

The campaign will be introduced globally across digital, social, and a major Times Square billboard takeover.

As reported, Gap Inc. has recently orchestrated successful campaigns at Old Navy with Lindsay Lohan and Disney, and at the Gap brand with the Katseye girl group and Troye Sivan. Denim at Gap and Old Navy has been a standout category, as has active at Old Navy.