Gap is stepping into a bold new chapter, and at the heart of its creative revival is Zac Posen. The renowned designer, now serving as Executive Vice President and Creative Director at Gap Inc. since February 2024, has unveiled the brand’s first full GapStudio collection — a curated line of elevated ready-to-wear pieces crafted in the label’s new New York City-based atelier.
Last week, Posen stood inside Gap’s HQ holding an iced coffee in one hand and a chic cotton poplin shirtdress in the other — a modern rendition of the viral white piece famously worn by Anne Hathaway last summer, now available in earthy tones like deep tan and navy. It’s just one of 51 pieces in a collection that bridges Gap’s iconic heritage with modern sophistication and craftsmanship.
This isn’t the typical Gap wardrobe. Styled by Alastair McKimm and photographed by Mario Sorrenti, the GapStudio campaign features models like Alex Consani, Imaan Hammam, and Anok Yai donning standout staples: high-waisted sailor pants, sculptural denim shifts, a body-skimming bias-cut tank dress with a mermaid pleat, and trench coats with architectural flair. These pieces fall in the $78 to $248 price range, positioning them just above Gap’s core line.
At the heart of GapStudio is a concept Posen calls “Nowstalgia” — a design philosophy that honors the past while responding to how people dress today. In a fashion world driven by TikTok micro-trends, influencer aesthetics, and fast-turnover fashion cycles, GapStudio seeks to restore intention and integrity to American fashion. With a sharp focus on quality, story, and silhouette, Posen is reintroducing design into the dialogue.
Gap Inc.’s growth reflects the excitement. In 2024, the company posted sales increases across all four fiscal quarters. Posen has also been behind high-impact collaborations, including successful capsules with Dôen and Harlem’s Fashion Row. A custom black satin jacket and pants worn by Timothée Chalamet to the Academy Awards Nominees Dinner — and later sold as a limited menswear capsule — quickly sold out, signaling the line’s broad appeal and potential for expansion.
With future plans to launch men’s and kids’ collections and collaborate with emerging global designers, GapStudio is positioned as a new frontier in American sportswear. “Designers having a voice in all of this is really important,” says Posen.
“We have a responsibility to make great product… and we’re transforming while performing”
Inside the newly unveiled GapStudio space in NYC, mood boards pay homage to icons like Rihanna, Tina Turner, Ali MacGraw, and Sofia Coppola. In the atelier, seamstresses work diligently, draping timeless garments with fresh silhouettes. The energy is one of craftsmanship, discovery, and optimism.
For Posen, this is a rare opportunity to reimagine what American style can look like in 2025 and beyond — grounded in comfort, quality fabrics like cotton and jersey, and redefined classics. The GapStudio corset belts, bubble-hem shorts, and crisp blazers are made to appeal across generations, from Gen Z to seasoned fashion lovers seeking timeless essentials with a twist.
And the future? It’s wide open.
“We don’t have to define it,” Posen says. “I really do still believe in discovery… storytelling is a very American discovery. And that’s what we’re doing here”
Gap’s reawakening — led by vision, risk, and reinvention — just might mark a new golden age for the brand.
