When it comes to iconic fashion pairings, few can rival the latest one making headlines: Gwyneth Paltrow and her daughter, Apple Martin, stepping in front of the camera together for GapStudio’s Fall 2025 campaign.
This marks the duo’s first official fashion campaign, unless you count the iPhone-shot Goop ads captured by Paltrow’s husband, Brad Falchuk, during lockdown — though Paltrow herself laughs that “it doesn’t really count.”
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A Fresh Chapter for Gap
Gap CEO Mark Breitbard said the brand creates campaigns that bridge generations and shape culture. Partnering with Gwyneth and Apple continues that legacy and brings fresh energy to timeless design. Creative director Zac Posen reimagined classics—from mod mini sets to oversized coats—drawing on the bold spirit of ’90s New York, where modernism met nostalgia.
A Family Affair in Fashion
Mario Sorrenti photographed the campaign, capturing both fashion and connection. Paltrow admired her daughter’s natural ease in front of the lens, while Martin giggled with relief that her mom approved. The shoot joins a list of mother-daughter fashion moments, including their tradition of exploring Paltrow’s archive. Martin raids her mom’s ’90s Calvin Klein and Prada pieces and has even tried on an alternate Ralph Lauren gown from Paltrow’s Oscar win for Shakespeare in Love.
Bridging Generations, Inspiring Style
For both women, Gap is more than a brand — it’s a thread in their family story. “Gap has always been part of my family’s life,” Paltrow shared. Martin echoed: “When I think of Gap, I think of growing up with it.”
The result? A campaign that feels as much about family and legacy as it does about fashion. Whether or not this marks the beginning of a modeling career for Apple, it’s clear she’s inherited both style and confidence from her mom.
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