Gap taps Gwyneth Paltrow, Apple Martin for Fall/Winter 2025 GapStudio campaign

Gap is set to launch on Thursday its GapStudio Fall/Winter 2025 collection with a multigenerational campaign starring Gwyneth Paltrow and her daughter, Apple Martin. 

Photographed by Mario Sorrenti and creatively directed by Zac Posen, the campaign includes stills and a short film directed by Look & Julian Klincewicz, exploring themes of connection and shared style.

In the campaign, Martin draws from her mother’s ’90s wardrobe aiming to shape a style of her own, while personal moments of advice passed from mother to daughter about individuality, self-acceptance, and empowerment, are woven throughout. 

“Gap has always been known for campaigns that bridge generations and shape culture,” said Mark Breitbard, president & CEO 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.” 

The 38-piece capsule blends anatomical seaming, sculptural denim, and fluid satin, drawing inspiration from icons such as Grace Jones, Carolyn Bessette-Kennedy, and Sofia Coppola. Highlights include the Seamed Icon Denim Jacket ($148), Satin Slip Maxi Dress ($128), Poplin Belted Maxi Shirtdress ($178), and Vegan Patent Leather Crop Jacket ($228).

“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. 

For Paltrow, the collaboration is personal: “Gap has always been part of my family’s life,” she said. “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,” added Martin. “When I was little, I was always dressed in Gap Kids, and I’ve loved clothes since I was that age.” 

The collection will be available in select Gap international and U.S. stores and online.