This spring, Gap is embracing the power of comfort with its new Feels Like Gap campaign, celebrating effortless self-expression through movement, music, and a collection of soft, elevated wardrobe essentials. Featuring actor Parker Posey (The White Lotus, Lost in Space), the campaign highlights the brand’s legacy of timeless staples while introducing a fresh perspective on everyday dressing.
At the heart of the campaign is the belief that feeling good in what you wear fosters confidence. Posey, known for her fearless creativity and distinctive personal style, embodies this ethos, bringing a sense of optimism and playful energy to the campaign’s visuals.
Bringing the campaign to life, a team of industry-leading female creatives, including photographer Amy Troost, director Talia Collis, and choreographer Sadie Wilking, capture Posey and a diverse cast of dancers moving freely in Gap’s latest styles. Set to Mama’s Eyes by pop artist METTE, the 90-second spot tells a powerful story of self-acceptance through dance, sound, and styling.
“Confidence is a feeling, a feeling that you’re free to be your best self,” said Posey. “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.” Watch below:
“Feeling comfortable is the ultimate confidence,” said Mark Breitbard, President and CEO of Gap. “Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically. True style starts with feeling good in what you wear – Parker is unapologetically herself – a true Gap original who inspires others to embrace their originality.”
The collection expands on Gap’s best-selling fabrics, including UltraSoft denim and VintageSoft sweats, offering a new level of comfort and versatility. Highlights from the lineup include:
- UltraSoft Carpenter Jeans – A classic style with a modern twist, worn by Posey alongside the Denim Big Shirt in Natural.
- Modern Rib Cropped T-Shirt – A ’90s-inspired staple, available in Camel Tan Stripe, perfect for layering with the Scoop Neck Ribbed Tank Top.
- Organic Cotton Vintage Cropped Tee – A softer, boxier version of Gap’s signature Vintage Tee, worn by dancer Camila.
- Relaxed Icon Denim Jacket – A reimagined take on the brand’s best-selling Icon Jacket, featuring a roomier fit, worn by dancer Alyson.
Launching across digital media, out-of-home, video, and social platforms on February 27, Feels Like Gap invites consumers to experience the campaign through digital storytelling, an in-store playlist curated by Posey, and creator-led content across social media. The campaign is a celebration of movement, comfort, and confidence—proving that true style starts with feeling good in your own skin.
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