Gap has revealed its new celebrity brand ambassadors, and it’s a family affair: Gwyneth Paltrow and her daughter, Apple Martin.

The mother-daughter duo star in GapStudio’s fall/winter campaign, modeling a new collection that’s inspired by 1960s futurism and 1990s downtown New York fashion icons like Paltrow, Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, and Sofia Coppola.

In Gap’s film, Paltrow and Martin reflect on their relationship, unique styles, and sharing clothes.

Photographer Mario Sorrenti shot the ads, with creative direction by Zac Posen, executive vice president and creative director of Gap Inc. The spot was edited by Modern Post’s William Town.

“Gap has always been known for campaigns that bridge generations and shape culture,” Mark Breitbard, president and CEO of Gap brand, said in a statement. “From our iconic ’90s ads to today, we’ve celebrated original talent—both accomplished and emerging—to inspire self-expression. Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design.”

Posen added that the pair demonstrates “how clothing moves through time, borrowed, reinterpreted, and made personal.”

Paltrow and Martin are the latest in a line of high-profile advertising stars who are helping to reinvigorate Gap’s brand.

Last month, the retailer enlisted global girl group Katseye for its viral fall campaign. [Also edited at Modern Post by editors William Town and Sofia Kerpan.

Parker Posey, another 1990s icon, featured in Gap’s spring 2025 ad.

Gap’s marketing revamp began with the arrival of former Mattel exec Richard Dickson as CEO of parent company Gap Inc. in 2023. Posen and chief marketing officer Fabiola Torres joined in 2024.

The company reported flat second-quarter sales, up to $3.73 billion from $3.72 billion a year earlier, and said it expected President Donald Trump’s tariffs to cost it between $150 million and $175 million this year.

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