GapStudio Generates $1 Million in MIV with Gwyneth Paltrow Campaign

Gwyneth Paltrow and daughter Apple Martin’s joint fall 2025 campaign for GapStudio generated $1 million in media impact value within one week of the collection’s announcement, according to Launchmetrics.

Thanks to a joint Instagram post shared by Gap, Paltrow and Gap Inc. executive vice president and creative director Zac Posen, the MIV performed nearly five times better than Gap’s average for the channel. (MIV is a proprietary metric that assigns a true monetary value to marketing strategies across print, online and social media in order to calculate ROI.)

“Gap has always been known for campaigns that bridge generations and shape culture,” said Mark Breitbard, president and chief executive officer of Gap brand.

“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. Gap’s identity has always been rooted in culture, storytelling and connecting people across generations.”

Appointed as Gap Inc.’s executive vice president and creative director in February 2024, Posen began working on pieces for GapStudio in the months following his commission. The designer crafted Anne Hathaway’s viral shirtdress, which she wore at the Bulgari Hotel in May 2024.

In the year since, GapStudio introduced its debut collection in April 2025, followed by the June summer drop, featuring a campaign starring model Kate Moss’ daughter Lila.

GapStudio’s fall 2025 collection draws inspiration from “the feeling of ’90s New York — the music, the energy, the mix of elegance and edge — a moment when modernism and nostalgia collided to create a new style language,” Posen said of the collection.

“That spirit comes through in the pieces: tailoring with presence, sculptural denim and satin that brings movement and ease. It’s a capsule designed to carry forward, season after season.”