Gap is trying to stay relevant with Gen Z.
In May, Fabiola Torres was hired as Gap’s first global CMO in two years. She’s a former Pepsi marketing exec tasked with turning around Gap’s sales and re-establishing the strong tie to culture that Gap had in the ’90s.
Much of the marketing strategy focuses on Gen Z and creators. Gap’s recent holiday campaign is the first to launch under her leadership and features young talent like Liamani Segura and Aneesa Strings. Gap has also worked with creator Julia Huynh to create a hoodie. And Gap is working with social creators like dance group Let It Happen.
@gap This is how baggy moves. @norah_yarah_rosa ♬ original sound – gap
ADWEEK spoke with Torres about Gap’s work with creators, reaching Gen Z, and 2025 marketing.
This conversation has been edited for clarity and brevity.
ADWEEK: Gap has been making waves with its creator-focused campaigns, such as the collaboration with Julia Huynh. What inspired the shift toward working with creators, and is it resonating with Gen Z?
Fabiola Torres: Our thinking is always consumer first. When we think consumer first, the world of digital and social media is exploring and it’s Gen Z—mainly Gen Z creators. There’s so much talent out there, and Gap has always provided a platform for creativity, self-expression, and individuality. This is a fun way to do it.
We saw Julia obsessed with the hoodie, and she wanted to have the best hoodie because she was obsessed with the big hood. We said, “we can do that.” It’s about giving her the freedom and the opportunity to create—not telling her what to do.
What role does storytelling play in Gap’s broader marketing strategy? How do you ensure these stories align with the brand’s heritage while appealing to a younger audience?
It’s in our DNA. It’s an easy task if you ask me.
For older people, this brand brings nostalgia, but nostalgia can be the past. We want to bring the DNA of the brand and make sure that we’re present and future. It’s the intersection of respecting who this brand is and adding modernity.
What do you look for in a creator to ensure a genuine fit with the brand?