Gwyneth Paltrow and Apple Martin for GapStudio: When Fashion Becomes a Family Story

There are collaborations that set trends. And then there are those that become true cultural moments. In the fall of 2025, that was exactly the case with GapStudio’s new campaign, starring Gwyneth Paltrow and her daughter Apple Martin.

There are collaborations that set trends. And then there are those that become true cultural moments. In the fall of 2025, that was exactly the case with GapStudio’s new campaign, starring Gwyneth Paltrow and her daughter Apple Martin.

And yes, this is more than just an advertising project — it’s a dialogue between two generations about style, closeness, and timeless classics.

The photoshoot was led by the legendary photographer Mario Sorrenti, whose work is always infused with sensuality and naturalness. The creative director was Zac Posen, who joined Gap last year and has already brought a fresh rhythm to the brand.

The campaign’s atmosphere evokes 1990s New York: slightly bold, slightly nostalgic, but completely modern. An inspiring mix that perfectly highlights the bond between Paltrow and her daughter.

Each piece of clothing seems designed to mix and match with others — creating a capsule that can carry you through the entire season.

In addition to the photoshoot, Gap released a short film directed by Julian Klincevich. In it, Gwyneth and Apple reflect on how fashion helps reveal personality and how style travels through generations while remaining unique.

This isn’t just a video about the collection — it’s an emotional story about how clothing becomes part of our memories.