After the ads with Troye Sivan and Tyla, its spring campaign this year featured actress Parker Posey, who starred in the most recent season of The White Lotus. 

“We’ve been intentional about celebrating what’s happening now. And right now, that’s Katseye,” chief marketing officer Fabiola Torres told ADWEEK.

“Katseye represents a new wave of global talent—diverse in background, perspective, and influence,” she continued. “They’re more than a pop group; they’re digital-native creators and emerging style leaders with a powerful, highly engaged fanbase.”

Gap’s marketing revamp began after former Mattel exec Richard Dickson took over as CEO of parent company Gap Inc. in 2023. He went on to name designer Zac Posen as creative director for Gap Inc. and chief creative officer of Gap sister brand Old Navy. 

The turnaround strategy has been paying off for Gap, which reported 5% same-store sales growth for the first quarter of fiscal 2025—its sixth consecutive quarter of growth.

However, Gap warned earlier this year that President Donald Trump’s rising tariffs could cost the company between $100 million and $150 million. The year has proven difficult for retailers generally, with U.S. apparel spend falling 22% in the first three months of 2025 as consumers prioritize essentials over discretionary fashion, according to data from financial services firm Empower.

By teaming up with Katseye, Gap aims to “create brand distinction, build cultural relevance, and deepen our connection with customers,” Torres said.