Gap is making a surprise fashion comeback, with its iconic styles reappearing on red carpets and in wardrobes. Celebrities such as Timothée Chalamet, Demi Moore, Cynthia Erivo, and Anne Hathaway have been spotted wearing the brand in the past year. The resurgence is reflected in its latest financial results, showing a 7% increase in sales.
A key moment came when Anne Hathaway wore a luxurious version of a white shirt dress at a Bulgari event, which was later made available in stores. This signaled a shift in the fashion industry’s perception of Gap, reinforcing its renewed relevance.
Founded in San Francisco in 1969, Gap was a staple of 90s preppy fashion with its classic jeans and logo sweatshirts. However, the brand faced challenges in recent years, closing all UK and Ireland stores in 2021 and ending a collaboration with Kanye West in 2022.
The turnaround is largely credited to new leadership. In 2023, Richard Dickson, formerly of Mattel and instrumental in Barbie’s resurgence, became CEO. He brought in Zac Posen as creative director, whose past work with Hollywood celebrities now translates into sought-after Gap designs.
Gap’s revival focuses on the brand’s 90s and 00s heritage, adapting it for a modern audience. Known for iconic advertising campaigns featuring cultural figures like Madonna and Spike Lee, the company continues this tradition. Its spring 2025 campaign featured Parker Posey, a 90s star now gaining attention in a hit TV series, alongside musicians popular with Gen Z audiences.
Marketing experts highlight the brand’s ability to craft compelling campaigns that resonate. Nostalgia plays a significant role in Gap’s revival, particularly among millennials who associate it with their youth. Many younger shoppers remember wearing Gap clothing as kids, and this emotional connection contributes to renewed interest.
Beyond celebrity endorsements, the brand is gaining traction through social media, particularly TikTok. Smaller influencers and everyday consumers are showcasing their Gap outfits, mirroring the organic appeal the brand once had among teenagers. This is reflected in increased demand for vintage Gap pieces, with secondhand platforms reporting a rise in searches and sales of Gap denim.
To capitalize on this trend, the company has introduced a GapVintage range, offering curated selections of past designs. There is also speculation about the return of physical stores. Currently, Gap’s presence on UK high streets is limited to sections within other retailers. However, research indicates that younger shoppers are more inclined to visit physical stores, potentially creating an opportunity for expansion.
Despite its resurgence, some fashion analysts caution against relying too heavily on nostalgia. They argue that while heritage branding is effective, sustainable success requires innovation. Looking ahead, Gap is focusing on quality, aiming to balance timelessness with current trends. The brand’s CEO has emphasized the importance of durable, well-made clothing over fleeting fast fashion.
For long-term success, industry observers suggest that Gap should take inspiration from brands like Uniqlo, which has mastered high-quality basics without overextending into too many categories. By staying true to its core strengths while adapting to contemporary tastes, Gap has the potential to maintain its comeback.
Gap is not alone in this resurgence of nostalgic brands Topshop has also announced a relaunch. With these revivals, fashion is embracing the influence of the 90s once again.
