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On the heels of her starring turn as the Benzo-downing Southern mom of three in “The White Lotus,” Parker Posey now fronts a new campaign for Gap, out today.
The “Feels like Gap” campaign is an ode to personal style, featuring a 90-second spot directed by Talia Collis and choreographed by Sadie Wilking, in which Posey moves freely along a group of dancers to METTE’s “Mama’s Eyes.” The video is paired with a group of artful photos shot by photographer Amy Troost, featuring the iconic actor in a variety of the brand’s Spring 2025 essentials.
“Confidence is a feeling, a feeling that you’re free to be your best self,” Posey said in a statement. “When I got to work for the Gap on this shoot, it reminded me of my early days being carefree and comfortable in clothes, and dancing how we wanted,” said Parker Posey. “I was inspired to see the next generation keeping that spirit alive — it was cool and optimistic.”
Throughout the campaign, Posey is seen posing and dancing in a lineup of Gap classics from their newest collection, including: UltraSoft Carpenter Jeans, Modern Rib Cropped T-Shirt, Organic Cotton Vintage Cropped Tee and Relaxed Denim Jacket.
“Feeling comfortable is the ultimate confidence,” Mark Breitbard, President and CEO of Gap, continued. “Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically. True style starts with feeling good in what you wear – Parker is unapologetically herself – a true Gap original who inspires others to embrace their originality.”
Shop the entire “Feels Like Gap” campaign here, and look through some of the featured pieces from the Spring 2025 collection below:
Gap Oversized Trench Coat
Modern Ribbed Cropped T-Shirt
UltraSoft Baggy Carpenter Jeans
Organic Cotton Vintage Tee
