We are living through a Gap Renaissance — and I’m here for it.
I’ve been a devoted fan of Gap since my freshman year of high school — the quintessential time in a tall girl’s life when no pants ever seem long enough. Gap was my saving grace.
This was 2021, when the ultra-baggy, high-rise jean ruled. My favorite pair was a western-inspired, dark denim, wide-leg style that I wore until the fabric softened with love. I got endless compliments on them — from friends, teachers, even strangers. But when I proudly said they were from Gap, I was often met with a skeptical, “Oh.”
I hate to be that person, but I was on the Gap bandwagon before it came back from its fashion coma. So what revived the once-forgotten mall brand into a cultural and stylish powerhouse? One name: Zac Posen.
Posen, known for his namesake label and past work as creative director at Brooks Brothers, became Executive Vice President and Creative Director of Gap as well as Chief Creative Director of Old Navy in February 2024. Since then, he’s reshaped the brand through bold collaborations and pop culture–savvy campaigns that have brought Gap back into the fashion conversation.
Some Kind of couture
Just two months after Posen’s hiring, Oscar winner Da’Vine Joy Randolph wore a custom denim Gap gown to the Met Gala — the most-watched fashion event of the year. The look paid homage to Gap’s roots while reintroducing the brand as a major player. The Met Gala was a display to the world that Gap was back, and with a vengeance at that, tackling territory never yet crossed. It was the moment the fashion world confirmed: Zac Posen means business.
That same spirit continued with GapStudio, a new line “showcasing expert tailoring, intricate details, and a modern take on American style.” Modeled by top names like Alex Cosani and Anok Yai, the campaign elevated Gap’s image by blending luxury aesthetics with affordable prices. It is high fashion without the exclusivity — a balance Posen seems to have mastered.
not just in their jeans
Another key part of Gap’s revival is its lineup of thoughtful, culturally relevant collaborations. The partnership with Madhappy in August 2024 channeled classic Gap energy — striped baby tees, dark denim, and the signature logo reimagined as “MAD.” The collection, modeled by SoCal It-Girl Devin Lee Carlson, made the campaign and the collection that much more coveted.
Now, just weeks ago, Gap teamed up with Sandy Liang, a beloved New York designer known for her whimsical take on girlhood. The collaboration, inspired by Liang’s childhood memories of Gap, included playful pieces like a sweater printed with a Mary Jane shoe and a faux-deer skin jacket — both instant sellouts.
Across these projects, a clear through line emerges: bridging the gap (pun intended) between luxury fashion and approachable basics. By aligning with creative, niche brands rather than mass-market names, Gap is redefining what it means to be a “commercial” label.
dancing in denim
If the products set the foundation, the campaigns built the momentum. Gap’s video marketing has tapped directly into the rhythm of pop culture — literally.
Just weeks after Posen’s arrival, Gap released a campaign featuring British band Jungle and South African singer Tyla, promoting its linen collection. The ad mirrored Jungle’s viral “Back on 74” video, which had become a cult classic for its hypnotic choreography the previous summer. Gap’s version blurred the line between a fashion commercial and a music video — and the internet noticed.
Six months later came another viral hit: Troye Sivan dancing in Gap denim, sparking a new TikTok trend as users recreated the moves. It’s not about merchandise, it’s about the moment.
Most recently, Gap partnered with rising girl group Katyseye for a campaign that continued the musical motif. The content amassed over half a billion views across platforms, proving Gap’s new formula works: relevant talent and irresistible styling that makes you want to wear the clothes.
looking forward
Through the Posen takeover, Gap has seemingly transformed overnight. The combination of marketing genius, quality product, and the legacy brand status has created the perfect storm to catapult them back into the fashion zeitgeist.
And for me personally, I can’t wait to see what’s next.
XX, Finley
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