Lessons from GAP x BEIS: a collaboration for the jet-setter
After years of stagnation, Gap has made an impressive comeback between 2024 and 2025, and it doesn’t look like they’re slowing down anytime soon.
The turnaround began with a change in their lead designer and a clear push for cultural relevance, which is being achieved through impactful storytelling, cultural relevance, strategic celebrity collaborations with talents like Tyla and Troye Sivan, and the launch of Gap Studio: a high-end segment designed to showcase the brand’s craftsmanship and style. The move has already made waves with red carpet looks worn by stars such as Timothée Chalamet and Anne Hathaway now shoppable straight from the Gap Studio collection. This bold step has positioned the brand confidently in the premium fashion space while still maintaining its hallmark of accessibility.
This is why Gap's collaboration with Beis founder Shay Mitchell whom we all know and love from the iconic show Pretty Little Liars, had me buzzing when I first saw the teaser.
Gap collaborated with the Beis, to release a travel lifestyle collection and a new colour way for Beis' function-forward luggage inspired by Gap's denim and to match the collection. Shay who led the design on this iconic travel collection with the in-house gap team as someone who is always jetsetting and so undertsand's what it means to be comfortable and chic speaks volumes about the thought and intentionality that went into this collaboration.
Gap teamed up with Béis to launch a travel lifestyle collection which includes a new colourway for Béis’ function-forward luggages, inspired by Gap’s signature denim and designed to perfectly complement the collection.
Shay, who led on the design process with Gap’s in-house team, brought her own jet-setting experience to the table, understanding exactly what it means to be both comfortable and chic on the go. Her involvement speaks volumes about the thoughtfulness and intentionality behind this collaboration and solidifies Gap's cultural relevance in the travel and lifestyle space.
Now, let's get into what I absolutely loved about the campaign!
the chaos of getting ready.
One phrase I am absolutely living for this year is "I am just a girl"! And that is how this campaign made me feel when I watched it. It reminded me of the chaos of getting ready as a girl!
The endless outfit changes to get the best one, the last-minute doubts, phoning a friend to ask her what she thinks of your choice or what she is wearing to match her vibe, and all this happens even after hours of planning the “perfect” look in my head hours before I was meant to head out.
So many of us "girls" can relate to that moment, which is why using it as a storytelling device to showcase the travel styles from the collection was pure creative genius. It gave us the perfect opportunity to see each of the outfits from the collection, while tapping into a shared experience every girl knows too well.
Except, let's be honest, I don't think anyone will do this when they have a flight to catch unless they are Shay Mitchell. Touché!
This campaign brilliantly embodies Gap’s renewed commitment to originality, creativity, and delivering a narrative rich in storytelling and self-expression. It celebrates individuality by showing real-life moments that connect authentically with the target audience, and featuring a celebrity that aligns with the narrative perfectly. Shay Mitchell's husband and two kids also feature in the campaign, which makes it even more wholesome, adds an extra layer of warmth, and truly reflects Gap’s family-oriented values.
It also showcases that the collection is designed to empower people to express themselves uniquely while embracing both comfort and style, which makes it the ideal fit for the modern traveler’s lifestyle.
Gap has shown true intentionality with its campaigns and celebrity collaborations in the past year. With over 2 million views across social platforms for this campaign and several items selling out shortly after launch, this partnership is a clear testament to the brand’s newfound cultural resonance and market impact.
what can brands learn from this?
If your brand hits a downward spiral, don't be afraid to start over. Whether you have a whole team or you’re a one-woman/man team, it’s never too late to hit the reset button.
Go back to the drawing board and do not only commit to delivering topnotch service but also creating content that does not only tell powerful stories that resonate with your audience, but also have cultural relevance.
Secondly, more than anything in this current saturated creator climate, people value authenticity. Authenticity is everything so make sure that shines through in everything that you do. And finally, be strategic with your collaborations, especially with creators. Ensure they genuinely add value to your audience, just like this Gap collaboration.
Go Big. Don't go Home!
And that's it for today! Happy New Month and catch you again in September!
Social Media and Marketing Strategist and
Creator Executive
