“Gap makes a triumphant return”

Gap ends 2025 with momentum: collaborations with Sandy Liang and Summer Fridays and a campaign with girl group Katseye gave the brand extra visibility. In November, Gap recorded 5% growth in comparable sales, the seventh consecutive quarter of growth.

Nostalgia and current events

The recent buzz stems from targeted partnerships and a campaign strategy that plays on nostalgia and current events, Modernretail writes. The viral denim campaign with Katseye strengthened the brand’s reach among a young audience, while collaborations with Sandy Liang and Summer Fridays increased its relevance among trend-conscious shoppers.