• by Sarah Mahoney , Yesterday

The seasonal push relies as much on inspirational vocals as on scarves and sweaters.

Gap’s new holiday campaign, “Give Your Gift,” pairs 20-year-old British singer Sienna Spiro’s cover of Miley Cyrus’ “The Climb” with a heavy dose of cozy product: CashSoft sweaters, scarves and new silhouettes, plus the brand’s familiar fleece, hoodies and sleepwear. Spiro performs alongside a multigenerational choir — ages 8 to 72 — in work from director Bethany Vargas and photographer Bjorn Iooss, the team behind Gap’s “Better in Denim” effort earlier this year.

The campaign puts CashSoft back at center stage. Introduced four years ago, the machine-washable knit returns in fresh textures and shapes, including CashSoft Stretch and Heavyweight CashSoft. The product-first emphasis is deliberate, even as the brand leans on music to supply the emotional lift.

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

The campaign is running across digital, social and video, alongside Gap’s owned channels. The push coincides with in-store modernization pilots in San Francisco, London, Dallas and Chicago, aimed at tightening the connection between what shows up in the ad and what greets shoppers on the floor.

The timing is also strategic. Gap recently posted its sixth consecutive quarter of sales gains and, in September, outlined plans to expand into beauty and accessories — part of a broader bid to deepen relevance and basket size. With consumer spending still uneven and category competition intense, “The Climb” may well double as a statement of corporate intent: the brand is chasing momentum, not declaring victory.

Analysts remain wary. David Swartz, who covers Gap for Morningstar, called CEO Richard Dickson’s performance “admirable” in a recent note, but added that between tariff risks, depressed profit margins and intense competition, “we do not believe the brands have any competitive advantages,” and that they are “permanently diminished.”