Gap Teams Up with Parker Posey for a Vibrant Spring Campaign Celebrating Self-Expression
Gap has unveiled its latest spring campaign, titled “Feels like Gap,” featuring the iconic actress Parker Posey. Launched on Thursday, March 6, 2025, this bold initiative emphasizes individuality and personal style, spotlighting a 90-second video set to the soulful tune of Mette’s 2023 hit “Mama’s Eyes.” The campaign, rich with ’90s-inspired fashion and creative energy, will roll out across multiple platforms, including digital, social media, video, out-of-home advertising, and Gap’s own channels, ensuring maximum visibility.
A Fresh Take on Spring Fashion
The “Feels like Gap” campaign captures the essence of self-expression through a dynamic 90-second spot. In it, Parker Posey—known for her standout roles in ’90s indie films and currently gracing screens in “The White Lotus”—dances freely alongside a diverse group of performers. Directed by Talia Collis and brought to life by an all-female creative team, including photographer Amy Troost and choreographer Sadie Wilking, the video blends abstract movement with a celebration of originality. The campaign also features a moving lookbook and an in-store playlist curated by Posey herself, adding a personal touch to the shopping experience.
Gap’s spring collection takes center stage, showcasing nostalgic yet trendy pieces like Baggy Carpenter Jeans, the Vintage Cropped Tee, and the Icon Denim Jacket. These items nod to the retailer’s ongoing embrace of ’90s and early 2000s fashion—a trend also seen in its fall campaign and mirrored by competitors like Old Navy and Calvin Klein. According to Mark Breitbard, president and CEO of the Gap brand, the collaboration with Posey and the collection’s design aim to inspire customers to embrace their unique style.
Tapping Into Nostalgia and Modern Appeal
Parker Posey’s involvement brings a layer of authenticity and cultural relevance to the campaign. Her indie film legacy resonates with Gap’s ’90s aesthetic, while her current prominence in “The White Lotus” broadens the brand’s appeal. This strategic pairing aligns with Gap’s recent efforts to connect with younger audiences, particularly Gen Z. Past campaigns, such as the fall spot featuring Troye Sivan set to Thundercat’s viral “Funny Thing” and a TikTok-inspired effort with Tyla based on Jungle’s “Back on 74,” demonstrate Gap’s knack for blending nostalgia with contemporary trends.
The “Feels like Gap” campaign extends beyond the video, incorporating creator content, social media activations, and out-of-home displays. This multi-channel approach ensures the message of self-expression reaches a wide audience, from in-store shoppers to online browsers.
A Broader Trend in Authentic Marketing
Gap’s focus on individuality places it among a growing list of brands—like American Eagle and Levi’s—championing authenticity and personal freedom in their messaging. This spring campaign also reflects Gap Inc.’s evolving marketing strategy under the leadership of Fabiola Torres, who joined as global chief marketing officer in 2024 from PepsiCo. Tasked with unifying the company’s portfolio (which includes Gap, Old Navy, and Banana Republic), Torres is steering the brand toward a cohesive vision. The appointment of Omnicom Media Group as Gap Inc.’s cross-brand media agency further supports this shift.
Financially, Gap Inc. reported a 1.6% year-over-year increase in net sales for Q3, reaching $3.8 billion. While store sales dipped by 2%, online sales surged 7%, accounting for 40% of total net sales—a sign of the brand’s growing digital strength.
Why “Feels like Gap” Stands Out
By combining Parker Posey’s eclectic charm, a female-led creative team, and a ’90s-inspired collection, Gap’s spring campaign strikes a balance between heritage and modernity. It’s a celebration of self-expression that invites customers to rediscover their personal style while staying on-trend. Whether you’re drawn to the Baggy Carpenter Jeans or the curated playlist, “Feels like Gap” offers a fresh, authentic take on spring fashion in 2025.
For more details on Gap’s latest collection or to explore the campaign, visit Gap’s official website or follow their social media channels.