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Our teams closed out 2024 stronger than ever. Fueled by innovation, big ideas, product newness and compelling marketing with a social-first approach, Gap reported a +7% comp in Q4. This represents our fifth consecutive quarter of positive comps and seventh consecutive quarter of market share gains. It was an incredible year for our teams, check out a look back at the highlights. And the best part? We're just getting started.
This week, we launched our Spring campaign — a celebration of comfort and confidence. Wearing our most loved essentials, the "Feels like Gap" campaign stars actor Parker Posey in a dance-filled spot to showcase comfort in our clothes and the comfort to be yourself. “Confidence is a feeling, a feeling that you’re free to be your best self,” Posey said in a statement. “When I got to work for the Gap on this shoot, it reminded me of my early days being carefree and comfortable in clothes, and dancing how we wanted. I was inspired to see the next generation keeping that spirit alive — it was cool and optimistic.” Experience the campaign and dance like no one's watching.
We recently announced a yearlong GapVintage program curated by Sean Wotherspoon that brings our beloved archive pieces to the hands of our fans. A series of drops throughout the year, each a collection of iconic Gap essentials will be tailored to each season and curated by Sean through his travels across the globe. "I’m excited to see Gap take curated control over the supply of its vintage product and renew this program in an even bigger way since we pioneered it almost two years ago," said Sean Wotherspoon, Gap Global Vintage Curator. “As the vintage and secondhand market continues to grow and resonate among younger generations, I’m looking forward to bringing GapVintage to the hands of today’s youth around the world."
Have you checked out our official Hoodie that Hoodies. We tapped viral content creator Julia Huynh to help us reimagine Gap's iconic hoodie. Erika Everett joined Glossy to share more about the origins of Gap's first ever creator design partnership and how the brand is leading with a social-first mindset: Engaging with creators is “core to any winning marketing strategy,” Everett said, calling this collaboration unique due to its organic nature. Gap’s hoodies, which turn 30 next year, have increased in popularity over the last couple of years. In 2021, its logo hoodie, particularly in brown, became a Gen-Z fixation. “Fleece is a very important category for us. … It’s always nice to take one of those classic icons that the brand is known for and then put a twist on it. And I think that’s the beauty and the magic of this collaboration,” Everett said.
Featured on WWD, our "Give Your Gift" holiday campaign spotlights a completely social media-native cast and invites all to come together during the holidays to showcase their originality. The campaign nods to our brand heritage and bridges pop culture nostalgia with today's rising talent — Hana Effron, Lamont Landers, Nyjah Music & Zyah Rhythm, Liamani, Aneesa Strings, Paige Fish, Amaria and Paw Paw Rod — as they sing an a capella rendition of Janet Jackson's iconic hit "Together Again" while wearing Gap's holiday essentials. Learn more about the cast and the campaign over on WWD
The Force is strong with this one. Last week, we unveiled our latest collection with The Walt Disney Company with a special limited-edition Star Wars™ capsule. Gap essentials, such as our Vintage Soft fleece, have been blended with iconic characters to make an elevated and edgy expression of the iconic films, a perfect gift for fans of all ages in time for the holidays. Learn more about the drop on WWD and check out the collection on Gap.com and in select stores.
We commissioned a survey and found that 86% of parents observe a boost in their child's confidence when they express creativity through fashion. That's why our new back-to-school campaign is focused on allowing kids to express their originality with a fresh assortment of elevated and trend-forward styles in GapKids that ensure they kick off the school year feeling like their most confident selves. “This year’s back-to-school product assortment and campaign celebrates the next generation of GapKids,” said Mark Breitbard, CEO and President of Gap brand. “With styles that encourage self-expression and a campaign centered on optimism, we aim to be a destination where kids find exciting styles that parents love.” Check out the next generation of artistic originals in the campaign film, "Just dance."
As a brand dedicated to celebrating creativity and self-expression, we partnered with PAPER Magazine this Pride Month for their 40th anniversary to champion a series of creative minds within the LGBTQ+ community. Captured wearing our Pocket Tee (also turning 40 this year!), the editorial piece features singer-songwriter Zolita, artist Mykki Blanco and The GenderCool Project champion Alex showcasing their unique way of wearing this classic piece and sharing how their identity, craft and style choices shape their authentic selves.
What goes into crafting a custom-made denim gown for an Oscar-winning actress? It takes Creating with curiosity at the intersection of fashion and entertainment. Designing with our customer in mind. And, staying true to our heritage in a fresh and forward way. Get an in-depth, behind-the-scenes look, at the making of Da’Vine Joy Randolph’s custom Gap Gown for the 2024 Met Gala, designed by Executive Vice President and Creative Director of Gap Inc, Zac Posen.
Gap Champions Originality In New Spring Campaign Starring GRAMMY® Award–Winning Artist Tyla
