Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Gap Keep Up Its Hot Streak?

Gap’s brand strategy is leading on culture but trailing on the fundamentals that endure beyond marketing moments, according to the latest analysis by BoF Insights.

Gap's "Better in Denim" campaign with girl group Katseye drove 8 billion media impressions, making it one of the brand’s most successful campaigns of all time. (Courtesy Gap)

Michelle Wiles

17 April 2026

Gap is on a roll. In the last year, the brand has released hit campaign after hit campaign, such as a viral ad with K-Pop group Katseye, a spring campaign starring actor Parker Posey — timed perfectly with her White Lotus starring role — and a string of collaborations with buzzy labels such Sandy Liang, Cult Gaia, Beis and MadHappy that put Gap at the centre of the cultural conversation.

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Introducing the BoF Insights Brand Pulse Index

The BoF Insights Brand Pulse Index benchmarks how fashion brands measure up across five core dimensions — Discoverability, Identity, Value, Connection and Love — revealing the new dynamics of brand performance in an AI-driven world.

About the author

Michelle Wiles

Michelle Wiles is Director of Advisory at The Business of Fashion. She is based in New York and is part of BoF Insights, The Business of Fashion’s data and advisory team.

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