US fashion brand Gap is celebrating comfort and confidence in its 2025 spring campaign, featuring actor Parker Posey.

Centred around vibrant, spring-themed imagery ‘Feels Like GAP’ will focus on spotlighting creators through movement, music, and soft product essentials.

The work aims to celebrate the confidence that comfort can bring, with the brand’s campaign looking to inspire personal style through elevated product essentials.

“Feeling comfortable is the ultimate confidence. Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically,” said Mark Breitbard, Gap president and CEO.

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“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.”

The creative hopes to embody the spirit of ‘dancing like no one’s watching’. The 90-second spot was directed by Talia Collis and choreographed by Sadie Wilking.

Posey said: “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. I was inspired to see the next generation keeping that spirit alive, it was cool and optimistic.”