GapStudio Landed Gwyneth Paltrow and Apple Martin for Their First Fashion Campaign Together—and You Can Shop It Now
The Fall 2025 collection is here!
When Zac Posen joined Gap as creative director last year, I was very curious about what he had cooking at the brand's Northern California HQ. One of his first moves was the launch of GapStudio, a red carpet-friendly-but-still-under-$250 collection favored by celebrities like Anne Hathaway, Demi Moore, and Cynthia Erivo. For his next act, the EVP and Creative Director of Gap Inc. is calling on some more famous friends—two mavens of Los Angeles cool-girl style that, shockingly, haven't posed for a campaign together—to unveil his latest designs.
Gwyneth Paltrow and her daughter, Apple Martin, star in GapStudio's Fall/Winter Collection 03 campaign, which explores the idea of a shared closet (one full of Gap, of course) that spans generations and supersedes seasonal trends. Photographed by Mario Sorrenti, the images touch on the ‘90s New York inspiration inherent throughout the clothes themselves. There's also a short film directed by LOOK Julian Klincewicz in which the iconic mother-daughter duo discuss their personal styles and how both have evolved.
A shot from the new GapStudio campaign.
The 38-piece Fall 2025 assortment, which is available on Gap's website now, mixes '90s-era minimalism with the romanticism and femininity of the '60s. It toes the razor-thin line between nostalgia and modernity, playing into the heritage label's strengths as a wardrobe builder for the ages.
There are glimmers of Paltrow's classically refined style in the cotton-poplin pussy-bow blouses, while her daughter’s spirit shines through in the sculptural denim dresses and mesh tops made for layering. Then, there are the pieces that sit somewhere in the generational middle ground, such as the perfectly tailored satin slip dresses and the supremely cozy-looking wool coats.
Paltrow and Martin pose in Gap's new GapStudio collection.
As a longtime Gap shopper born to a Gap superfan, this collection hits close to home. I vividly remember my mother instilling into me the importance of the perfect crisp button-down shirt and jeans. (Hers were often from the all-American retailer.)
I'm running to shop this part rebellious, part classic Gap line. There are pieces I would buy for myself, but then others that I would steal from my mom and make my own—not too far off from what Paltrow and Martin envisioned.
Shop The New GapStudio Collection
