Gap launches ‘Give Your Gift’ holiday campaign with music

Gap has launched its holiday campaign, ‘Give Your Gift,’ building on the momentum of last season. The initiative celebrates how sharing unique talents and gifts can strengthen communities. Through music, style and connection, the campaign showcases Gap’s holiday collection, combining storytelling with the brand’s core wardrobe essentials.

The campaign film, directed by Bethany Vargas and photographed by Bjorn Iooss—the creative duo behind Gap’s ‘Better in Denim’ campaign—features a reimagined version of Miley Cyrus’ song The Climb. London-based singer-songwriter Sienna Spiro, aged 20, performed the track alongside a multigenerational choir ranging from eight to 72 years old, transforming the familiar song into a collective message of strength and togetherness.

Fabiola Torres, chief marketing officer of Gap brand, said, “This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores. ‘Give Your Gift’ embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection. It is about finding strength in vulnerability and optimism in what we share.”

Gap’s holiday collection emphasises comfort and style. CashSoft, the brand’s proprietary machine-washable knit, is introduced in new silhouettes and textures including CashSoft Stretch and Heavyweight CashSoft, alongside expanded matching sets. Heritage fleece is also available in upgraded weights and finishes, including hoodies, sleepwear and accessories suitable for gifting.

The campaign will be promoted across digital, social, video and Gap brand channels. In stores, the retailer is enhancing the in-store experience through destination categories and elevated product displays, aiming to make holiday shopping more intuitive and engaging. The Holiday 2025 collection is currently available in Gap stores.