• by Sarah Mahoney , Yesterday

Gap is rolling out a new campaign to highlight the new GapStudio collection, starring actor Gwyneth Paltrow and daughter Apple Martin. The two confess to “borrowing” from one another’s style, with plenty of upbeat messages about individuality, self-acceptance, and empowerment.

With creative direction from executive vice president Zac Posen, the ads feel very much in sync with the retailer’s history of playful intergenerational dressing. What’s new is how well the brand is doing, with the company’s transformation efforts yielding six straight quarters of sales gains, after years of steady decline.

“Gap has always been known for campaigns that bridge generations and shape culture,” said Mark Breitbard, president and CEO of Gap brand, in the announcement. “From our iconic ’90s ads to today, we’ve celebrated original talent—both accomplished and emerging—to inspire self-expression. Partnering with Gwyneth and Apple continues that legacy, offering a fresh perspective on timeless design.” 

A company spokesperson says the campaign, featuring photography by Mario Sorrenti, is debuting globally across digital and social platforms, and includes a major Times Square billboard takeover.

In the release, Posen says the collection’s inspiration comes straight from Paltrow’s heyday: New York in the 1990s: “The music, the energy, the mix of elegance and edge—  moment when modernism and nostalgia collided to create a new style language.”

The capsule collection kicks off with 38 pieces, available this month, featuring anatomical seaming, sculptural denim, and fluid satin. Pieces range from $54 to $298, including jackets, dresses, bodysuits and turtlenecks, in blues, neutrals, crisp white and soft rose tones.

That newness is likely to keep interest in Gap building. Last month, it announced that second-quarter sales rose 1% to $772 million, with a 4% gain in comparable sales—the seventh consecutive quarter of positive comparable sales growth.