Partner Content
At Gap, How Community Culture Powers Creative Output
BoF sits down with Gap’s VP global creative director Len Peltier to hear how the apparel company uses its creative campaigns to represent and engage its community.
Gap
Gap is an American apparel retail company. Founded in 1969 in San Francisco, Gap is owned by parent company Gap Inc., which also operates Old Navy, Banana Republic and Athleta.
Partner content by Gap
Gap is one of the world's most iconic apparel and accessories brands anchored in optimistic, casual, American style. Founded in San Francisco in 1969, the brand's collections continue to build the foundation of modern wardrobes - all things denim, tees, button-downs, and khakis, along with must-have trends. Gap is designed to build the foundation of modern wardrobes through every stage of life with apparel and accessories for adult men and women under the Gap name, in addition to GapKids, babyGap, GapMaternity, GapBody, and GapFit collections.
Beginning in 1987 with the opening of the first store outside North America in London, Gap continues to connect with customers around the world through specialty stores, online, and franchise stores. In addition, we bring the brand to value-conscious customers, with exclusively designed collections for Gap Outlet and Gap Factory stores and websites.
Company Snapshot
TYPEPublic
ESTABLISHED1969
HEADQUARTERSUnited States
EMPLOYEES> 10,000
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Gap Intern - Gap Merchandising, Collaborations
New York, New York, United States
Gap Intern - Gap Brand - Site Merchandising
San Francisco, California, United States
Gap Associate Graphic Designer - Retail
New York, New York, United States
Gap Intern - Gap Brand - Marketing / Collaborations & Partnerships
New York, New York, United States
Gap Intern - Gap Brand - Site Merchandising
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Gap Project Manager, Social
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Highlights
Why Gap Is Going Premium 
This Week, Gap Proves Its Staying Power
The Gap Comeback That’s Actually WorkingOTHER LINKS
Gap x Sandy Liang
Gap Inc.
Gap’s viral Katseye collab breaks engagement records
SF Chronicle
Gap’s Katseye campaign generated 20 million views in 3 days
Modern Retail
Gap Is on the Verge of a Renaissance
Bazaar
GapStudio: A bold new addition to Gap designed by Zac Posen
GMA
Parker Posey Dances in Style in New Gap Campaign
Variety
Gap x HFR Collab
SF Chronicle
Projects
Latest News & Analysis
Global Markets
Global Brands See Revival in China as Retail Nationalism Cools
Mid-market global brands like Gap, Zara, and Uniqlo are successfully winning back Chinese consumers who previously favoured domestic labels.
Global Brands See Revival in China as Retail Nationalism Cools
Mid-market global brands like Gap, Zara, and Uniqlo are successfully winning back Chinese consumers who previously favoured domestic labels.
Marketing
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.
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.
Beauty
The New Playbook for Winning Gen Z Beauty Shoppers
Gen Z is turning beauty into a social sport, blending AI, ingredient obsession and a preference for in-store shopping. But only brands with real credibility and community cachet will convert curiosity into lasting loyalty.
The New Playbook for Winning Gen Z Beauty Shoppers
Gen Z is turning beauty into a social sport, blending AI, ingredient obsession and a preference for in-store shopping. But only brands with real credibility and community cachet will convert curiosity into lasting loyalty.
Technology
The Fashion Jobs Where AI Shines, and Where It Struggles
Companies have raced to put large language models to use for jobs from generating images to writing code, but to get the best use of this innovative form of AI, they need to know its limits and how to navigate around them.
The Fashion Jobs Where AI Shines, and Where It Struggles
Companies have raced to put large language models to use for jobs from generating images to writing code, but to get the best use of this innovative form of AI, they need to know its limits and how to navigate around them.
Marketing
What It Takes for a Fashion Campaign to Break Through Now
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
What It Takes for a Fashion Campaign to Break Through Now
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Beauty
Summer Fridays Struck Gold With Lip Balm. Can It Do the Same With Fragrance?
With its Lip Butter Balm still a top hero product, Marianna Hewitt and Lauren Ireland’s Summer Fridays expands as it evolves into a multi-category beauty brand.
Summer Fridays Struck Gold With Lip Balm. Can It Do the Same With Fragrance?
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Beauty
How to Sell the Same Lipstick Twice
Resurrecting hero products can be a lucrative beauty strategy — but change the formula too much, and risk a crash-and-burn.
How to Sell the Same Lipstick Twice
Resurrecting hero products can be a lucrative beauty strategy — but change the formula too much, and risk a crash-and-burn.
Beauty
The Best of BoF 2025: An Omnichannel World
As retailers big and small fight on the global stage for share of the beauty market, brands are increasingly spreading themselves across channels — e-commerce, live selling and even AI platforms — to better meet customers where they are.
The Best of BoF 2025: An Omnichannel World
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Beauty
Exclusive: Gap Taps Beauty Label Summer Fridays for Collaboration
For the first time, the retailer is partnering with a beauty brand for an apparel collaboration, as it prepares to launch fragrance next year.
Exclusive: Gap Taps Beauty Label Summer Fridays for Collaboration
For the first time, the retailer is partnering with a beauty brand for an apparel collaboration, as it prepares to launch fragrance next year.
Sustainability
Amnesty Says Fashion Benefits From Worker Repression
The human-rights organisation’s first-ever examination of the global garment industry alleged that major brands have been complicit in widespread anti-union abuse across their South Asian supply chains.
Amnesty Says Fashion Benefits From Worker Repression
The human-rights organisation’s first-ever examination of the global garment industry alleged that major brands have been complicit in widespread anti-union abuse across their South Asian supply chains.