Gap is embracing nostalgia and femininity with its latest collaboration, inviting audiences into a dreamlike world inspired by childhood wonder.
Launching on October 10, the limited-edition Gap x Sandy Liang collection combines the retailer’s timeless American basics with Liang’s signature hyper-feminine flair. The lineup includes playful pieces like a pleated denim mini skirt, a cropped faux-fur denim jacket, and a bow-detailed hoodie — merging comfort with whimsy.
To promote the drop, Gap has released its first-ever animated short film, signaling a creative shift from its recent campaigns featuring choreographed dance numbers, catchy soundtracks, and celebrity faces like Gwyneth Paltrow and girl group Katseye.
Brought to life by visual artist Annie Choi, the film unfolds in New York City’s Lower East Side, on the same street as Congee Village, the Cantonese restaurant owned by Liang’s father. In a charming nod to the designer’s roots, a young Sandy discovers a magical closet above the restaurant — where her fashion dreams come to life.
Bridging Past and Present
While the animation marks new creative ground for Gap, the nostalgic tone is quintessentially on-brand.
“If you’re a millennial, you remember when these types of animations were relevant,” said Fabiola Torres, Gap’s CMO, in an interview with Adweek. “Gap always taps into creative cues from different decades.”
According to Torres, partnering with Sandy Liang was a natural choice — the designer has long drawn inspiration from childhood nostalgia and has a cross-generational following.
“It’s two worlds colliding through confidence, creativity, and individuality,” she added. “It feels so Sandy, but so Gap at the same time.”
A Strategic Comeback
The collaboration is the latest move in Gap’s ongoing effort to reclaim cultural relevance among both legacy fans and Gen Z consumers. Following recent partnerships with Béis, Harlem’s Fashion Row, Dôen, Madhappy, and Palace, Gap continues to build excitement around limited-edition releases.
“Collaborations always reignite the spark — they drive sales but also cultural relevance,” Torres noted.
This creative resurgence follows the arrival of Richard Dickson, the former Mattel executive who became CEO of Gap Inc. in 2023, and the appointment of Zac Posen as creative director in 2024.
The brand’s refreshed identity now leans on authenticity, nostalgia, and star power from younger icons like Troye Sivan and Tyla.
“We don’t want consumers to see us as just a brand,” Torres said. “We want them to see us as a peer — as a person.”
Gap Inc. reported flat second-quarter 2025 sales at $3.73 billion, up slightly from $3.72 billion a year earlier, while projecting an impact of $150–$175 million this year from tariffs under President Donald Trump.
