Gap’s marketing revamp began with the arrival of former Mattel exec Richard Dickson as CEO of parent company Gap Inc. in 2023. Torres and creative director  Zac Posen joined in 2024.

Consumer sentiment to the new marketing strategy “has been very positive… driving conversation and engagement,” Torres told ADWEEK in October. “I don’t want [consumers] to see us as a brand, I want them to see us as a peer, as a person.”

Gap Inc. reported flat Q2 2025 sales, up to $3.73 billion from $3.72 billion in 2024.