Gap’s spring campaign, “Feels like Gap,” stars actress Parker Posey in a 90-second spot featuring a dance set to Mette’s “Mama’s Eyes.” (By the way, her Mississippi accent on White Lotus is mostly accurate.)
Created by women-led talent, including director Talia Collis, the campaign spans video, social, creator content, and in-store experiences.
Gap continues its ’90s fashion revival, highlighting baggy jeans and vintage tees, following past Gen Z-focused campaigns with Troye Sivan and Tyla.
The effort aligns with Gap Inc.’s new marketing strategy under CMO Fabiola Torres, as the company reports 1.6% YoY sales growth, with online sales up 7%, now comprising 40% of total revenue.
