GAP Celebrates Comfort And Confidence In New “Feels Like GAP” Spring Campaign
Starring Parker Posey, “Feels like Gap” spotlights creators through movement, music, and soft product essentials that let you be your truest self
This spring, Gap is celebrating confidence by embracing the power of comfort. The “Feels like Gap” campaign is a tribute to effortless self-expression with a collection of soft, elevated product essentials designed to inspire personal style. Rooted in Gap’s legacy of timeless wardrobe staples, the collection brings a fresh perspective to everyday dressing by merging style, quality, and comfort.
The campaign, starring actor Parker Posey, embodies the spirit of dancing like no one is watching. Known for her fearless creativity and distinct personal style, Posey brings an optimistic energy and humor to each frame.
“Feeling comfortable is the ultimate confidence,” said Mark Breitbard, President and CEO, Gap brand. “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.”
Gap’s Spring 2025 lineup delivers iconic essentials with a focus on soft fabrics, relaxed silhouettes, and versatile styling options. The collection expands on Gap’s bestselling fabrics including VintageSoft sweats and UltraSoft denim, bringing a new level of comfort to the entire range of Gap wardrobe staples. Made with a proprietary cotton-tencel blend, UltraSoft is Gap's softest and most lightweight denim that doesn't compromise on durability or style, delivering comfort and ease of wear - available in denim jeans, shirts and more!
The campaign, created and documented by industry leading female creatives, like photographer Amy Troost, director Talia Collis and choreographer Sadie Wilking, showcases Parker moving freely alongside a diverse group of dancers. The 90-second spot, set to the emotional track “Mama’s Eyes” by pop-artist Mette, tells a powerful story through dance, sound, and styling that represents a message of acceptance and invites viewers to share their unique story with the world around them.
“Confidence is a feeling, a feeling that you’re free to be your best self. 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,” said Parker Posey. “I was inspired to see the next generation keeping that spirit alive — it was cool and optimistic.”
Gap's Spring 2025 campaign launches globally this March 2025, with the limited styles featured available to shop in stores and online. Follow @gapphilippines to learn more.
Visit the following stores and try on your next iconic fit: Ayala Malls Manila Bay, Glorietta 4, Shangri-la Plaza Mall, SM Mall of Asia, SM Megamall, Trinoma, Alabang Town Center, and Abreeza, Davao, or shop online at gap.com.ph
ABOUT GAP
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally-relevant experiences that celebrate individuality. Gap is an adult apparel and accessories brand that offers GapKids, babyGap, Gap Maternity, GapBody and GapFit collections. The brand also serves value-conscious customers with exclusively designed collections for Gap Outlet and Gap Factory Stores. Gap is the namesake brand and global specialty retailer, Gap Inc. (NYSE: GPS) and connects with customers online and in company-operated and franchise retail locations globally. For more information, please visit www.gap.com.
About Specialty Lifestyle Concepts, Inc.
In the Philippines, Gap is exclusively distributed by Specialty Lifestyle Concepts, Inc. (formerly Casual Clothing Retailers, Inc.), a member of SSI Group, Inc. Gap is available at Ayala Malls Manila Bay, Glorietta 4, Shangri-La Plaza, SM Mall of Asia, Trinoma, Alabang Town Center, SM Megamall, and Abreeza Davao. Follow Gap on Facebook or Instagram @GapPhilippines, and @ssilifeph on Instagram or visit ssilife.com.ph or gap.com.ph for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
Facebook: facebook.com/SSILifePH
Instagram: @ssilifeph
Viber Community: bit.ly/SSILifePH
#TheSpecialistBySSI