Gap’s 2025 Holiday Campaign Marks Another Step in Its Brand Revival

Gap’s latest holiday campaign feels familiar, but it carries a freshness that fits where the brand is now.

“Give Your Gift” creatively combines storytelling and song, a mix that has long been part of its DNA.

The film centers on a new rendition of Miley Cyrus’ “The Climb,” sung by 20-year-old Sienna Spiro with a multigenerational choir ranging from ages 8 to 72.

Directed by Bethany Vargas and shot by Bjorn Iooss, the short film uses warmth and movement to capture the idea that the holidays are about what we share.

“'Give Your Gift' embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection.

It’s about finding strength in vulnerability and optimism in what we share,” Gap CMO Fabiola Torres said in a news release.

The message lands easily because it feels personal, showing us how human connection still defines the brand.

Music and Memory as Retail Strategy

The campaign ties directly into Gap’s 2025 holiday lineup.

Its signature CashSoft knitwear returns in new shapes and finishes, while the brand’s heritage fleece and matching sleepwear collections spotlight comfort and self-expression.

The aesthetic feels nostalgic without repeating the past, which is exactly where Gap’s creative direction has found its strength.

Gap has also reworked its in-store experience in San Francisco, London, Dallas, and Chicago.

It now introduces more focused product displays and lighting that gives stores a softer, more personal tone.

“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores,” Torres added.

These updates aim to make each visit feel more about real connection, reflecting the mood of the campaign.

A Brand Regaining Its Rhythm

Behind the creativity, the numbers show a quiet progress.

Gap Inc. reported $3.7 billion in Q2 2025 sales, steady compared to last year, with the Gap brand growing 4% in comparable sales.

Companywide, comparable sales were up 1% year-over-year, continuing a trend of positive growth for seven straight quarters.

CEO Richard Dickson, who took over in 2023 after leading Barbie’s revival at Mattel, said in August that discipline and creativity are driving the company’s results.

“Two years ago, I shared my vision for leading Gap Inc. into an exciting new chapter," Dickson shared.

"Since then, we’ve built a stronger foundation with more relevant brands, a sharper operating platform, and a more unified culture while consistently demonstrating agility and resilience in dynamic environments."

He described Gap’s turnaround as a return to purpose and credited the brand’s focus on simplicity and consistency as key to its recovery.

Bridging Generations Through Culture

Recent campaigns show how Gap is learning to speak to longtime fans and younger shoppers.

“Better in Denim,” a collab with girl group KATSEYE, and “Give Your Gift” share the same emotional undercurrent that once defined the brand’s best work.

The music-driven format feels natural, not nostalgic for nostalgia’s sake.

The brand has also partnered with Gwyneth Paltrow, Troye Sivan, and Tyla on projects that merge modern pop culture with Gap’s signature ease.

While Gap reconnects through brand storytelling, Old Navy is testing new ground.

It recently launched Old Navy Beauty Co., a collection of affordable skincare and body products introduced this fall in 150 pilot stores in the U.S.

The initiative marks Gap Inc.’s plan to expand into lifestyle categories that reinforce accessibility and everyday joy.

"We’re bringing the fun, inclusive spirit of Old Navy into the beauty space, creating a destination where customers can now add beauty to the list of things they love to shop for at Old Navy.

Our collection launches this fall, with a test-and-learn phase designed to understand what our customers want most, and plans to expand across our fleet of stores in summer 2026," Head of Beauty at Gap Inc. Deb Redmond shared in a press release.

This shows that staying culturally aware is what keeps brands relevant in how people live and shop.

Here are some points about what other brands can learn from Gap's strategy:

• Evolve with your audience. Speaking to different generations keeps legacy brands from feeling dated.
• Expand where behavior leads. Gap’s move into beauty with Old Navy follows how younger consumers are into fashion and self-care.
• Build emotion into strategy. Music, culture, and accessibility are ways to make a brand part of everyday life.

Together, these moves show that brand longevity depends on understanding how culture shifts, then moving with it rather than against it.

Our Take: Can Nostalgia Keep the Beat Going?

I really loved watching and listening to Spiro and the choir singing "The Climb" in their colorful winter outfits.

It feels warm and real, grounded in people rather than product placement.

I think Gap has finally struck the balance between looking back and moving forward.

The music helps, but I believe it’s the storytelling behind it that makes the campaign more relatable.

The challenge will be maintaining this kind of brand tone when the holidays end, which I think is easy enough for Gap to do, considering its past collaborations.

For now, the brand sounds and looks like itself again, which might be its biggest win of all.

Relevance grows when brands move with their audience. These top agencies design strategies aligned with how people live, shop, and connect.