TLDR: Gap has launched its new holiday campaign, “Give Your Gift,” featuring a reimagined version of Miley Cyrus’s “The Climb” performed by SIENNA SPIRO and a multigenerational choir. The campaign emphasizes connection, style, and Gap’s holiday collection, including new CashSoft designs.
Gap launches its holiday campaign Give Your Gift, with creative that builds on momentum from last holiday season – Give Your Gift celebrates how sharing our unique gifts makes us stronger together. Through music, style, and connection, the campaign brings people together around Gap’s holiday collection, pairing soulful storytelling with the brand’s most-loved essentials.
Anchored by a reimagined version of Miley Cyrus’ “The Climb,” the film – directed by Bethany Vargas and photographed by Bjorn Iooss, the creative duo behind Gap’s Better in Denim campaign – features a vocal performance from 20-year-old London-based singer-songwriter, SIENNA SPIRO. SIENNA is joined by a multigenerational choir, ages 8 to 72, and together, they turn a nostalgic song into a collective message of strength and connection.
“This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief across every touchpoint, from social to stores,” said Fabiola Torres, Chief Marketing Officer of Gap brand. “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.”
Gap’s holiday collection is designed to feel as good as it looks. CashSoft, the brand’s proprietary, machine-washable knit, has become a modern staple since its debut four years ago. This season, CashSoft is reimagined in new silhouettes and textures, including CashSoft Stretch and Heavyweight CashSoft, as well as an expanded assortment of matching sets offering lasting comfort, shape, and style. Gap’s heritage fleece is available in upgraded weights and finishes that elevate the brand’s most recognizable icon hoodie, alongside matching sleepwear and accessories made for gifting and self-gifting alike.
Give Your Gift launches across digital, social, video, and Gap brand channels. In stores this holiday, Gap is modernizing the global in-store experience around destination categories and elevated product – each designed to make holiday shopping more intuitive, immersive, and inspiring. The Holiday 2025 collection is available now in Gap stores.
