Feels Like Gap: A Celebration of Confidence, Comfort, and Classic Style

Gap is channeling its signature 90s vibe with a 2025 refresh. Last week, the brand launched its spring campaign, Feels Like Gap, featuring the effortlessly cool Parker Posey. Set to the track Mama’s Eyes by METTE, the campaign blends nostalgia with self-expression, movement, and confidence—classic Gap, with a modern edge. 

A 90s Throwback, Reimagined

Gap’s aesthetic has always been about easygoing style, and Feels Like Gap leans into that legacy. Think relaxed carpenter jeans, vintage cropped tees, and the brand’s iconic denim jackets—all reworked for today’s wardrobe. The styling, movement, and soundtrack blend past and present, giving longtime fans and new audiences alike a reason to reconnect with the brand.

Enter Parker Posey: an icon of effortless individuality. Her free-spirited energy perfectly captures the campaign’s message—style is about feeling good in your own skin. Whether she’s dancing alongside a diverse cast of performers or striking a pose in classic Gap pieces, Posey reminds us that confidence is about comfort and self-expression — “Confidence is a feeling, a feeling that you’re free to be your best self.”

More Than a Campaign

Feels Like Gap spans digital, video, social, in-store displays, and even a curated playlist by Posey herself. The campaign was brought to life by an all-women creative team, including director Talia Collis, photographer Amy Troost, and choreographer Sadie Wilking.

Gap’s latest campaign is a reminder of why the brand became a staple in the first place. The nostalgia feels organic, the styling is on point, and the message is clear: fashion should feel as good as it looks.

If you need an excuse to bring some Gap classics back into your wardrobe, watch the campaign’s 90-second spot.