Gap

Oct 2025

Gap introduces its GapStudio Fall 2025 campaign, a series of monochrome studio portraits featuring Gwyneth Paltrow and Apple Martin. Captured by photographer Mario Sorrenti with creative direction from Calvin George Leung, the imagery emphasizes clean, architectural lines and tailored silhouettes, ranging from high-shine patent leather jackets to structured denim and classic wool coats. The campaign leans into a polished, refined aesthetic through soft lighting and neutral seamless backdrops. Fashion director Alastair McKimm oversees the styling, supported by hair styling from Recine and makeup by Aaron de Mey. The creative production focuses on the interplay of texture and form, incorporating bold serif typography across a series of vertical editorial frames.