The people and brands who made a mark in 2025 weren’t just riding viral moments – they fundamentally shifted how we talk, think and behave. They’re in it for the distance.
Some will be capturing your attention for the first time. But equally, when we look at ‘breakthrough’ brands, people and moments, we’re not just interested in what’s new. We’re equally drawn to what’s been renewed – those who’ve broken through before and are breaking through again. Because cultural endurance isn’t just about arrival. It’s about reinvention, resilience and knowing when to make your move.
In a series celebrating the year that was, this series celebrates who our experts believe is shaping culture, not just showing up in it. To kick things off, our Brand Futures Director, Jess MacIntyre, talks Gap…
Gap
The Breakthrough Moment of 2025
Zac Posen created custom GapStudio looks for major red-carpet moments, including a Met Gala debut on actress Laura Harrier and designs for Timothée Chalamet – proving that GAP could compete in high-fashion spaces whilst remaining true to its DNA.
The Cultural Play
A legacy brand proving that reinvention doesn’t mean abandoning your heritage. It means finding visionary leaders who understand how to translate it for today.
Why GAP matters
Cultural currency through strategic nostalgia: GAP built cultural capital that still resonates. Through the 1990s and 2000s, they connected with customers via music-driven campaigns featuring Madonna, Aerosmith and Daft Punk, and the iconic 90s Khaki line made them a cultural staple. But as fast fashion retailers like Zara, H&M and Uniqlo took over, GAP lost its footing. Fashion shifted away from classic American basics towards trend-led accessibility, and GAP failed to keep pace.
The comeback required visionary leadership: Meanwhile, brands like Tommy Hilfiger and Calvin Klein seized opportunities to bring iconic heritage back to life through nostalgic and relevant collaborations. GAP needed that same vision. Enter CEO Richard Dickson (who revived Barbie at Mattel) and creative director Zac Posen – leaders who understand how to make legacy brands culturally relevant again.
Creating cultural moments, not just campaigns: Posen’s hiring generated viral red-carpet moments with celebrities including Anne Hathaway, Timothée Chalamet, Da’Vine Joy Randolph and Demi Moore bringing cultural cachet back to the brand. When Posen designed a shirtdress for Hathaway, it sold out within the day it was released. That’s cultural velocity.
The real test is momentum: After shutting down most stores in previous years, GAP is back in the UK with new locations at major stores in Covent Garden, White City and Wembley by the end of 2025. Major UK store openings throughout 2025 and 2026 will reveal whether this comeback gains momentum, what partnerships they secure, and whether this reinvention truly resonates with a new generation.
The Endurance Play
GAP isn’t chasing trends – they’re rebuilding a cultural pop brand and a future proofed infrastructure. The question for 2026 isn’t whether they can create moments, but whether they can sustain momentum.