GapStudio has released its new Fall 2025 campaign, starring none other than Gwyneth Paltrow and lookalike daughter, Apple Martin.
It is the mother-daughter duo’s first-ever fashion campaign together. Unless, of course, you count the Goop ads the pair starred in, shot by Paltrow’s husband Brad Falchuk, on an iPhone during the Covid lockdown. “I mean, it doesn’t really count,” Paltrow shared with Vogue Magazine.
In a press release, Gap President & CEO Mark Breitbard shares, “Gap has always been known for campaigns that bridge generations and shape cultures,” adding, “Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design.”
Standing side-by-side in denim, Paltrow and Martin look more alike than ever.
The collection features reimagined classics, like a sculptural dress with nods to the style of a jean jacket, a mod-inspired jacket and mini skirt set, an oversized menswear camel coat and more. The images were captured by photographer Mario Sorrenti, who has previously shot Paltrow for AnOther and V Magazines.
Designer Zac Posen describes the collection as “inspired by the feeling of ’90s New York — the music, the energy, the mix of elegance and edge — a moment when modernism and nostalgia collided to create a new style language.”
Both women recalled the Gap brand’s heritage, refreshed with Posen now at the helm.
While Paltrow offers, “Gap has always been part of my family’s life,” Martin echoes the sentiment by saying, “When I think of Gap, I think of growing up with it.”
Could this be the beginning of a career in front of the lens for the actress’ mini-me? Paltrow told Vogue, “I was so impressed by how she seemed to already know how to be in front of the camera,” to which Martin replied, “I was trying my best! Mom, I’m happy you approved of my work.”
Martin scored her first solo fashion deal at the beginning of the month, announced as the new face of British label Self-Portrait.
GapStudio’s Fall 2025 Collection is available to shop on October 2, with a 38-piece elevated capsule that “draws on the romanticism and futurism of the 1960s and the feminine minimalism and energy of downtown New York of the 1990s.”
