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Grab your logo sweatshirt – Gap is making a surprise fashion comeback

Dresses from 90s brand grace red carpet after rough patch in which brand closed stores and broke tie with Kanye West

Everyone from Timothée Chalamet and Demi Moore to Cynthia Erivo and Anne Hathaway has worn the US high-street brand on the red carpet in the past year, and this month parent company Gap Inc released its most recent financial results – with sales up 7%. Joy Montgomery, commerce editor at Vogue, describes Hathaway’s decision to wear a luxe version of a white shirt dress later sold in store, which the actor wore to a Bulgari event last year – as “a moment that the fashion world sat up and realised that something was changing”. The spring 2025 campaign featured Parker Posey, who became a star in the 90s and is now enjoying her own renaissance in the hit TV series The White Lotus.

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