Gwyneth Paltrow and her lookalike daughter Apple Martin have been revealed as the faces of Gap’s 2025 fall/winter collection. The clothing and apparel company launched the new campaign starring the mother-daughter duo on Tuesday, Sept. 30.
The new collection, designed by Zac Posen, is described as drawing on “the romanticism and futurism of the 1960s and the feminine minimalism and energy of downtown New York of the 1990s.” Some of the icons the line drew inspiration from include Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, Sofia Coppola, and Zoe Kravitz, as well as Paltrow herself.
The campaign was shot by photographer Mario Sorrenti, with Posen providing creative direction.
“Gap has always been part of my family’s life,” Paltrow said in a press release announcing the launch of the campaign. “It’s classic and effortless, and Zac has brought a fresh perspective that makes the brand more wearable than ever.”
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“When I think of Gap, I think of growing up with it,” Martin noted. “When I was little, I was always dressed in Gap Kids, and I’ve loved clothes since I was that age.”
In an Instagram reel to help launch the campaign, the 21-year-old was filmed chowing down on new namesake fruit. “Actually her dad came up with the name,” Paltrow says in the clip. “It’s so her I can’t imagine anything else. The actress noted that her daughter, whom she shares with her ex-husband Chris Martin, has “amazing style—all her own,” to which Apple chimed in, “I would say simple, but like with a twist.”
Paltrow also mentioned that Martin will raid her closet and steal her clothes from the ’90s. “I’ve just watched her style develop and evolve,” added the proud momma. “She’s got a very strong sense of personal style.”
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The new collection leans heavily on denim and satin, with a refined color palette featuring deep blues, nuanced neutrals, crisp whites, and soft rose tones. Highlights including a Seamed Icon Denim Jacket ($148), High Rise Seamed Boot Jeans ($168), Satin Midi Dresses ($118), and a Satin Slip Maxi Dress ($128).
“Gap has always been known for campaigns that bridge generations and shape culture,” Gap brand president & CEO Mark Breitbard said in the release. “From our iconic ’90s ads to today, we’ve celebrated original talent—both accomplished and emerging—to inspire self-expression.”
“Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design,” Breitbard added. “Gap’s identity has always been rooted in culture, storytelling, and connecting people across generations.”
