Gap has officially launched its 2025 holiday marketing campaign, titled "Give Your Gift," an extension of its successful previous holiday efforts. The campaign, which debuted on Tuesday, November 4, centers on themes of individuality, strength, and connection, aiming to foster hope and unity among consumers during the festive season.
At the heart of the "Give Your Gift" campaign is a poignant 90-second commercial featuring a reimagined cover of Miley Cyrus's hit song "The Climb," performed by 20-year-old singer-songwriter Sienna Spiro. Spiro is joined by a diverse, multigenerational choir, with participants ranging from 8 to 72 years old. The spot deliberately moves away from traditional holiday glitz, opting instead for an emotional narrative that promotes togetherness and resilience. This visually and musically led initiative also highlights Gap's holiday clothing collection, including its proprietary CashSoft knit fabric.
Fabiola Torres, CMO of the Gap brand, emphasized the strategic vision behind the campaign. "This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multigenerational stories that inspire self-belief across every touchpoint, from social to stores," Torres stated. She added that "Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection."
The campaign's emotional resonance is particularly timely, as consumers navigate an economic landscape marked by rising prices and recessionary fears. According to Deloitte's Holiday Retail Survey, shoppers are expected to reduce their holiday spending by 10% this year compared to 2024. The survey also revealed a significantly negative consumer outlook, with 57% anticipating a weaker economy in the next six months—the most pessimistic sentiment recorded since Deloitte began tracking it in 1997.
The creative force behind this year's "Give Your Gift" campaign is the duo Bethany Vargas (director) and Bjorn Iooss (photographer). They previously collaborated on Gap's highly successful "Better in Denim" fall campaign, which featured the girl group Katseye. Gap Inc. CEO Richard Dickson noted that the "Better in Denim" campaign generated a "record-breaking response for the brand," achieving 20 million views in its first three days—surpassing the total views of its previous four seasonal campaigns combined.
This holiday push builds on Gap's previous efforts, including last year's campaign, which featured an a cappella rendition of Janet Jackson’s "Together Again" performed by a cast of creators and rising musical talent.
Beyond digital and social channels, Gap is also enhancing its in-store experience in key locations like San Francisco, London, Dallas, and Chicago. This focus on an improved brick-and-mortar presence, a strategy adopted by other retailers this Q4, aims to make holiday shopping more intuitive and immersive. The holiday collection itself features new CashSoft silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, alongside an expanded assortment of matching sets, heritage fleece, and sleepwear.
Watch the Gap "Give Your Gift" 2025 holiday campaign spot below:
