Gap has launched its 2025 holiday campaign, “Give Your Gift,” marking a continuation of the creative platform introduced last year. The campaign centers on the idea that sharing one’s individual gifts, whether through music, style, or creativity, strengthens the bonds that bring people together.
Blending emotional storytelling with the brand’s signature essentials, “Give Your Gift” highlights moments of connection and self-expression that define the season. The campaign reflects Gap’s ongoing effort to celebrate authenticity and togetherness, using fashion as a medium for unity and shared joy.
Anchored by a reimagined version of Miley Cyrus’ hit “The Climb,” Gap’s new holiday film delivers an emotional centerpiece for the “Give Your Gift” campaign. Directed by Bethany Vargas and photographed by Bjorn Iooss, the creative team behind Gap’s Better in Denim campaign, the spot brings a fresh, communal energy to a familiar classic.
The new rendition features a soulful performance by SIENNA SPIRO, a 20-year-old London-based singer-songwriter, joined by a multigenerational choir ranging from ages 8 to 72. Together, they transform the nostalgic anthem into a modern message about resilience, connection, and collective strength, capturing the campaign’s central idea that sharing one’s gifts makes everyone stronger together.
“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, chief marketing officer of Gap brand. “Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.”
“Give Your Gift” has rolled out across digital, social, video, and Gap’s owned brand channels, marking a full-scale seasonal push. Complementing the campaign’s storytelling, Gap is also reimagining the in-store shopping experience in key cities, San Francisco, London, Dallas, and Chicago, with refreshed layouts centered around destination categories and elevated product presentations.
The redesigned spaces aim to make holiday shopping more intuitive, immersive, and emotionally engaging. Stores now feature streamlined product displays and warmer lighting, creating a softer, more personal atmosphere that mirrors the campaign’s message of connection and authenticity.
