Instagram/@gwynethpaltrow
On the precipice of the intergenerational collaboration are those fashion campaign images created for the GapStudio Fall/Winter 2025 collection designed by Zac Posen. The mom-and-son campaign celebrates timeless jeans: intergenerational fashion and cloth theme that people ‘borrow and keep.’
Advertisement
This was really loud messaging on what the iconic American brand should embark on. The collection will take a stab at interpreting and defining an old-time classic that can carry decades under the creative direction of Zac Posen. Jeremy Rang took a cue, working with Mario Sorrenti for the photographs and with Alastair McKimm among others for the fashion and image direction. Never more than an intimate feeling with the effortlessly cool idea of just an amazing pair of jeans and a crisp white shirt.
One of the biggest shocks, for the followers, and a bit of revelation, was seeing 20-year-old Apple Martin in such a spotlight. While she has appeared alongside her famous mother at events, this is one of her earliest modeling gigs. Going with a true mother-daughter duo for this shoot hammered home much of the collective nostalgic theme of shared wardrobes and borrowed fashion.
The campaign was met with overwhelming acclaim, and one user expressed how the public at large felt: “Wow we finally see Apple as a model. Love her style.” From here there was an endless clamor of praise for the shoot’s natural and timeless style: “Loving the natural no-makeup look 😍 So simple and classic!” However, undoubtedly, the highest laurels went to the campaign for portraying authentic beauty.
The partnership, especially with Zac Posen, attracted universal praise. “🔥Zac posen si que sabe coser👏🔥,” one remarked. Another took it a step further by casting the campaign as “ICONIC,” thereby endorsing the street-level, yet high-fashion, vision Posen has championed for the brand.
The model choices gave rise to wider discussions on family and style. “Love! ❤️ I was the same with my mom,” one user said, their comment bringing up memories of my own fell in. It is a perfect example of how the campaign has established a connection on an intimate level, bringing back sartorial ties with family for many. Another user expressed his or her admiration for Gwyneth and her status as “the epitome of aging beautifully and gracefully.”
Naturally, controversies surrounding such a large brand-campaign appeared about practicality and style. “Where was the cotton sourced from and is your dye process certified?” questioned one user conscious about the environment. It demonstrates that heart issues surrounding sustainability and ethos of the clothes, once extended to certain heritage brands, are now being passed on to other once-loved heritage brands.
From a fashion perspective, other watchers took the campaign as a turning point for current trends. “Looks like the superbaggy jeans are done for? Yay to slimmer pants. 😂” appeared another comment. This shows that audiences are dressing and living by the star-studded campaigns right into the next season beyond just reporting on their antics.
There were a few outbreaks of mistaken identities in the comment section, with one saying, “I thought that was Kate Moss,” and another exclaiming, “I thought that was Aly and AJ I was so excited!!!” Those amusing mistakes only bolster Paltrow and Apple’s iconic, timeless beauty that deeply connects to the brand.
Advertisement
With a credible high-end fashion face told through a more familiar family tale, the Gap Studio FW25 Campaign undoubtedly marks a watershed moment. With Gwyneth Paltrow and Apple Martin destabilizing the limelight, Gap managed to generate hype and affection among consumers and place its new collection between timeless and contemporary. The collection is available for your perusal online.