Clothing brand Gap has launched its Spring 2025 campaign, “Feels Like Gap,” featuring actor Parker Posey. The campaign emphasizes movement, music, and comfort-focused apparel.
The campaign showcases Gap’s latest collection of soft, relaxed wardrobe essentials, emphasizing personal style and ease. Posey, known for her distinctive style and offbeat screen presence, appears in a 90-second spot alongside a diverse group of dancers. Directed by Talia Collis and photographed by Amy Troost, the advertisement is set to “Mama’s Eyes” by pop artist Mette and focuses on self-expression through dance.
Gap’s Spring collection features updated versions of its signature fabrics, including VintageSoft sweats and UltraSoft denim, a cotton-Tencel blend designed for comfort and durability. The collection includes denim jeans, shirts, and other staple pieces intended for casual and versatile styling.
Mark Breitbard, president and CEO of Gap, said the campaign aims to connect with consumers through comfort and confidence. “Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically,” he said. “True style starts with feeling good in what you wear.”
Posey said her involvement in the campaign reminded her of the early days of dancing and dressing freely. “I was inspired to see the next generation keeping that spirit alive—it was cool and optimistic,” she said.
Gap’s Spring 2025 campaign launches globally in March, with the featured styles available in stores and online.
In the Philippines, Gap is exclusively distributed by Specialty Lifestyle Concepts, Inc. It’s available at Ayala Malls Manila Bay, Glorietta 4, Shangri-La Plaza, SM Mall of Asia, Trinoma, Alabang Town Center, SM Megamall, and Abreeza Davao.