The retailer’s recently installed creative director, Zac Posen, also designed Randolph’s gown, which gave Gap a hot moment on the Met Gala red carpet, and created a shirtdress for Anne Hathaway in June to wear at Bulgari’s Rome fashion show.
Putting a modern spin on the marketing approach that made its flagship brand a 90s wardrobe staple has driven results for parent company Gap Inc.
In the group’s first-quarter earnings in May, CEO Richard Dickson said sister brands Old Navy, Gap, Banana Republic, and Athleta products were “being amplified through more compelling storytelling across each brand, cutting through with clarity and better differentiation.”
Across its portfolio of brands, Gap Inc.’s Q1 net sales rose 3.4% year over year to $3.4 billion. Sales rose 3% in stores and 5% online.
“Cultural relevance and marketing are starting to show up in metrics that matter, like buzz, consideration, and brand relevance,” Dickson said. “We are working to provide our customers with a more engaging omnichannel experience, with improved digital execution, new layout, and visual merchandising tests in our stores, and a clearer and compelling pricing strategy.”
Gap’s turnaround has dovetailed with a refreshed leadership team. In late 2023, group CEO Dickson joined the company from Mattel. He reinstated the chief marketing officer role in May 2024, hiring Fabiola Torres from PepsiCo to fill it.
Gap’s upcoming denim collection features various styles for men and women, including baggy, extra baggy, loose-fit, and cargo jeans, all of which can be seen on the dancers in the ad.
The campaign launches across digital and print media, out-of-home, video, and social media via Gap’s brand channels.
