Gap

A Celebration of Individual Gifts

Gap launches its 2025 holiday campaign, “Give Your Gift,” with a clear message: individuality strengthens community. The brand invites people to share their unique talents, showing how self-expression can bring families, friends, and neighborhoods closer during the festive season. By centering music, fashion, and storytelling, Gap positions holiday dressing as a catalyst for connection rather than merely a checklist of outfits.

Music as the Heartbeat of the Story

Anchored by a reimagined version of Miley Cyrus’ “The Climb,” the film sets an inspirational tone from the first note. London-based artist SIENNA SPIRO leads the performance alongside a multigenerational choir aged 8 to 72, turning a modern anthem into a communal chorus. The track underscores the campaign’s core belief: when people bring their personal gifts to the table, they create something bigger than themselves.

Creative Direction with a Familiar Edge

Directed by Bethany Vargas and photographed by Bjorn Iooss—the duo behind Gap’s “Better in Denim” campaign—the film blends cinematic warmth with editorial clarity. Vargas’s direction captures spontaneous, human moments, while Iooss’s imagery frames the collection in crisp, timeless visuals. Together, they craft a narrative where product and purpose move in step, reinforcing Gap’s heritage of authentic, inclusive storytelling.

Product First, Culture Forward

Chief Marketing Officer Fabiola Torres explains that “Give Your Gift” extends Gap’s platform of uplifting creators and connecting through music-driven, multi-generational stories. The idea flows directly into product. The collection debuts new silhouettes and heritage fleece reimagined for comfort and versatility. Gap expands matching sets, sleepwear, and accessories, offering pieces that look good, feel good, and stand up to real life. The result is a wardrobe designed for gatherings, celebrations, and everyday moments that matter.

A Seamless Rollout Across Channels

Gap activates the campaign across digital, video, social, and retail, ensuring customers encounter the story wherever they shop and share. In stores, intuitive, category-based layouts simplify discovery, guiding guests through styles and pairings without friction. The environment mirrors the campaign’s spirit—welcoming, clear, and focused on helping shoppers find gifts that reflect personal style and shared traditions.

Why “Give Your Gift” Resonates Now

The holidays have always been about showing up for one another. Gap’s campaign reframes that tradition for 2025 by spotlighting everyday creators and the quiet power of belonging. By pairing an iconic song with a multigenerational choir, the film bridges eras and experiences. Product-led creative turns inspiration into action, inviting customers to dress the season in warm, durable, move-friendly pieces.

Available Worldwide

The Holiday 2025 collection is now available in Gap stores worldwide and online. “Give Your Gift” makes holiday shopping a connection—uplifting music, expressive fashion, community at the center.