Just years ago, it was clutching onto the cobwebs of 90s mall fame and closing down dozens of branches – but after a swift Zac Posen-led makeover, Gap is officially not just surviving, but thriving too.
Far from purely selling underwhelmingly reliable denims, the brand is now Hailey Bieber’s go-to; with A-lister royalty Gwyneth Paltrow and her daughter Apple fronting a glossy campaign.
Elsewhere, shoppers were obsessed with Gen Z’s latest favourite pop group, Katseye, modelling the ensembles while dancing to 2003 club anthem Milkshake by Kelis.
Its financial comeback was made clear in August 2024, after fiscal second quarter results showed their profits had more than doubled from the year prior.
And now its cultural savvy is made all the more potent with Hollywood’s influence – cementing its return to not only being a monetary success, but also, a status one too.
‘Gap is absolutely having a moment again, and it’s not just nostalgia,’ stylist Shauna Colaci told the Daily Mail.
‘There’s a genuine appetite right now for clean, wearable basics that feel both elevated and effortless, and Gap is cleverly tapping into that.
‘With names like Hailey Bieber and Gwyneth Paltrow wearing the brand, and Zac Posen reimagining the aesthetic, Gap has moved from forgotten mall brand to modern minimalist cool.
Last month, fashion aficionados couldn’t believe that trendy Rhode founder Hailey – known for sporting everything from Gucci to Tom Ford and YSL – wearing $79.95 (£50) jeans from the retailer
‘The Katseye collaboration in particular is a smart move – it brings Gap into the conversation for a much younger audience who might not have grown up with it. And when you mix Gen Z interest with glitzy celebrity endorsement, you don’t just get relevance, you get cool factor.
‘As a stylist, I’m always reminding clients that true style doesn’t have to shout. A great pair of clean, high-waisted Gap jeans with a crisp white tee, black loafers and an oversized blazer? That’s the kind of quiet confidence that feels very now – and very wearable.’
She said however now, the hard part comes – maintaining momentum.
Fashion expert Roza Francken of retailer Aurelien said Gap ‘could continue strategic celebrity partnerships and launch limited-edition drops, creating hype while reinforcing its classic identity’.
‘Consumers can embrace Gap by pairing iconic pieces with contemporary layering trends or statement accessories to balance nostalgia with modernity,’ she added.
This reliability has seen people seeking out pieces following its comeback into the fray of what’s trendy.
‘According to Fashionbi data, Gap-related searches on Google UK increased by 42 per cent over the past six months, while social media mentions of Gap jeans and hoodies grew 38 per cent, highlighting renewed cultural relevance,’ Roza continued.
‘This revival coincides with broader consumer trends favouring minimalism, comfort, and versatile wardrobe staples: areas where Gap has long been a market leader.
Elsewhere, shoppers were obsessed with Gen Z’s latest favourite pop group, Katseye, modelling the ensembles while dancing to 2003 club anthem Milkshake by Kelis
‘Some may argue Gap remains too mainstream or lacks the edge of niche streetwear brands. Yet, in a market saturated with transient fast-fashion collaborations, Gap’s reliable quality and recognisable branding provide a stable base for both everyday styling and influencer-led creativity.’
Elsewhere, brand strategist Victoria Morais praised the company’s ‘Gapaissance’, saying that appealing to younger audiences could not have been easier for the retailer, amid a Y2K resurgence in the mainstream.
‘I would say Gap’s cool factor today comes less from trying to reinvent itself and more from leaning into what made it iconic in the first place,’ she said. ‘By reframing classics in a way that feels connected to modern style culture.’
‘Gap has managed to make its essentials aspirational again, proving that legacy brands can thrive when they strike the right cultural chord,’ Annabelle Sacher, Trends and E-commerce expert at MediaVision, agreed.
‘The brand is riding a wave of nostalgia while simultaneously showing a new generation how effortless, cool, and versatile its pieces can be.
‘In doing so, Gap has re-entered the style conversation not as a relic of the past, but as a brand that feels relevant, wearable, and, importantly, cool again.’
Before Zac turned it all around, Gap dealt with its fair share of drama surrounding the brand – including its relationship with rapper Kanye ‘Ye’ West.
In September 2022, the singer terminated his partnership with the brand after releasing a whole slew of controversial items. One of the most memorable drops was when he stored clothing in trash bags that potential shoppers had to hunt through, which was mocked mercilessly on social media.
Gap is back in the public eye after Anne Hathaway, 41, showed off a shirt dress with a white corset bodice that was shockingly from the Gap
Posen, who’s also overseeing Banana Republic, Athleta and Old Navy, dressed Da’Vine Joy Randolph, 38, for the Met Gala
Kanye originally signed his eight-year contract in June 2020, but pulled the plug on their partnership in 2023.
The rapper’s lawyers alleged that Gap breached their agreement by not releasing apparel as planned or opening stores.
Before Ye and Gap split, many people on social media called for the brand to part ways with the controversial figure after his anti-Semitic remarks, including praise for Hitler and a vow to ‘go death con 3 on JEWISH PEOPLE.’
The Kanye drama, which included Gap seeking more than $2 million to cover potential damages, wasn’t the only issue – although it’s gone quiet, as there haven’t been any updates on the case since 2023, other than reports of reshuffling of legal counsel. The store also had to close all 81 of its stores in Britain and Ireland in 2021.
Now, Ye is gone, and Gap is back in the public eye. Last week, Goop founder Gwyneth and Apple struck poses for the GapStudio’s Fall/Winter 2025 collection, Gap’s Zac Posen-designed collection.
But the campaign was more than just the clothing the women were modelling, with the mother, 53, and daughter, 21, also offering a glimpse into their relationship.
The Oscar winner shed light into the origins of Apple’s name, revealing her ex-husband Chris Martin was the brains behind the moniker.
Meanwhile, the cheeky Vanderbilt University student also confessed to stealing clothes from her mother’s wardrobe.
‘Actually her dad came up with the name. It’s so her I can’t imagine anything else,’ Gwyneth said, before gushing about her child’s fashion sense. ‘She has amazing style, all her own.’
And last month, fashion aficionados couldn’t believe that trendy Rhode founder Hailey – known for sporting everything from Gucci to Tom Ford and YSL – wearing $79.95 (£50) jeans from the retailer.
Style publications hailed the look ‘the prefect jeans’, fresh off the heels of a ‘Better in Denim’ advert featuring girl group Katseye.
‘This is denim as you define it,’ the high energy video, featuring band members dancing away to noughties tunes, said. ‘Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.’
It racked up more than 35 millions views on YouTube.
The brand’s pop culture clout has slowly been building since last year, with Anne Hathaway showing off a show-stopping shirt dress with a white corset bodice that was shockingly from the Gap at a Bulgari event in Rome in May 2024. The Idea of You star’s ensemble was designed by Posen and styled by Erin Walsh.
According to Gap’s Instagram, it was ‘a new take on a classic’ that ‘reimagines Gap’s classic white shirt’ by ‘mimicking the construction of the shirt’s collar and placket, but adding a feminine twist with darting at the waist and a coordinating corset’.
The ‘modern look’ was inspired by the Audrey Hepburn film Roman Holiday, and will be available for pre-order online.
This wasn’t Posen’s only brush with Gap designs for A-listers after he was appointed executive vice president and creative director in February.
Posen, who’s also overseeing Banana Republic, Athleta and Old Navy, dressed Da’Vine Joy Randolph, 38, for the Met Gala.
The New York City-based designer was lavished with praise for her stunning custom-made denim gown, which was absolutely adored on social media.
Gap has also been celebrated for its recent buzzy collaborations with Doen, known for its celebrity-beloved sundresses, and LoveShackFancy, a super-feminine, floral-focused brand.
It looks like with Posen’s impact, the Gap might not just be back – but even bigger and better than before.
