Gapstudio has released a new campaign for fall 2025, starring Gwyneth Paltrow and Lookalike Daughter’s Apple Martin.
It is the mother-daughter duo’s first fashion campaign. Of course, unless you count the goop ads starring the pair, filmed by Paltrow’s husband Brad Falchuk on iPhones during Covid lockdown. “I mean, I don’t actually count,” Paltrow shared with Vogue Magazine.
The press release is shared by Gap President and CEO Mark Breitbard. “Gap has always been known for its campaigns that bridge generations and shape cultures,” he added, “Gwyneth’s partnership with Apple continues its legacy and offers a fresh perspective on timeless design.”
Standing side by side in denim, Paltrow and Martin look more similar than ever before.
The collection features reimagined classics, including a sculpted dress that nods to the style of a Jean Jacket, a mod-style jacket and miniskirt set, and an oversized menswear camel coat. The image was taken by photographer Mario Sorrenti. Mario Sorenti has previously shot Paltrow for another magazine and V magazine.
Designer Zac Posen describes the collection as “a New York sensation in the 90s – a mix of music, energy, elegance and edge – a moment when modernism and nostalgia collide to create a new style of language.”
Both women remembered the heritage of the Gap brand and now at the helm, refreshing themselves at the Posen.
Paltrow offers to say, “The gap has always been part of my family’s life,” but Martin repeats his feelings by saying, “When I think about gaps, I think about growing with it.”
Could this be the beginning of actress Mini Me’s career in front of the lens? Paltrow replied to Vogue, “I was very impressed that she already seemed to know how to be in front of the camera,” Martin replied.
Martin won her first solo fashion deal at the beginning of the month, and was announced as the new face of the UK label self-portrait.
GapStudio’s Fall 2025 collection can be shopped on October 2nd. It is a 38-piece high capsule, and is “based on the romanticism and futurism of the 1960s, and the feminine minimalism and energy of downtown New York in the 1990s.”
