GAP: Rediscovering Its Voice in Culture

August 26, 2025

Welcome to Authenticity Report - Issue #78

This week,   Gap proves that authenticity, culture, and staying true to your roots can make even a classic brand feel fresh and relevant.

Our Roundup:  highlights the growing importance of authenticity across every corner of life—from the media Americans trust, to the leadership style reshaping the Dallas Cowboys, to the surprising role popularity plays in helping employees be their true selves at work.

Plus check out NEW TOOLS from Authenticity.co with insights to help you master business basics and apply authentic strategies for personal and brand success.

This Week’s Report
—> Gap
—> Tell Us
—> Takeaways
—> Authenticity Roundup
—> Top Voices

What Do You Think? We are reshaping and expanding our Authenticity platform, we'd love to have you on board and contribute! Email us directly at [email protected] 

Read Time: 3.5 mins

| GAP

Rediscovering Its Voice in Culture

Few brands have experienced the highs and lows of consumer perception quite like Gap. Founded in 1969, the brand built its reputation on accessible denim, timeless basics, and a marketing voice that captured optimism and individuality. From khakis to hoodies to those unforgettable ’90s campaigns set to infectious soundtracks, Gap wasn’t just selling clothes—it was selling an attitude rooted in self-expression.

Gap - Khakis Swing Commercial - 1998

That identity, however, became harder to hold onto as the brand expanded into every possible category, chasing trends that didn’t always align with its DNA. For a time, Gap struggled with authenticity—oversaturated, overextended, and overshadowed by fast fashion. But like the denim it’s built on, the brand has proven remarkably resilient, able to return to its core whenever it finds the right cultural spark.

A Campaign That Stands Out

This year, Gap delivered its biggest cultural moment in decades. Partnering with global girl group KATSEYE, the brand released a campaign set to Kelis’ Milkshake—a deliberate throwback to its iconic dance-driven ads. The result? Gap’s most successful campaign ever, generating massive engagement across platforms and putting the brand squarely back into the cultural conversation.

By leaning into performance, inclusivity, and joy, Gap reminded consumers of what it does best: using fashion as a platform for individuality and togetherness. KATSEYE isn’t just a celebrity endorsement—it’s a symbol of where culture is heading: global, diverse, and authentic.

Staying True by Moving Forward

Gap’s renewed momentum comes from recognizing that authenticity isn’t about nostalgia alone—it’s about building on legacy while staying relevant to new generations. Denim remains the canvas, but creativity, culture, and inclusivity are the brushstrokes. In an industry where hype can burn out quickly, Gap is showing that trust is earned by being consistent in message, honest in tone, and bold enough to take creative risks.

The Takeaway

Brands can stumble when they chase too many directions at once, but the ones that endure—like Gap—always circle back to what made them resonate in the first place. By celebrating who they are while embracing who their consumers are becoming, Gap proves that authenticity is not static—it evolves.

👉 Read more about Gap on Authenticity 500

| Takeaways

1. Stay True to Your Core
When things get noisy, return to the values and products that built your foundation.

2. Authenticity Beats Trend-Chasing
Short-term hype can dilute trust—consistency earns long-term loyalty.

3. Culture Creates Relevance
Partnering with the right voices can reconnect your brand to audiences in a way ads alone can’t.

4. Evolution is Essential
Authenticity isn’t static; it grows when you balance legacy with forward-looking creativity.

| Time To Choose

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic for 2025. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

| Authenticity Roundup

This week's curated reads from web

 media
•  Americans Prioritize Authenticity in Trusted News Sources

A new Pew study shows that honesty, expertise, and authenticity are the most valued traits Americans seek from news providers, outweighing credentials or organizational ties.

Read More → poynter

 sports
•  Cowboys’ New Coach Bets Big on Authenticity

Head Coach Brian Schottenheimer’s commitment to authenticity and staying true to himself may provide the cultural shift the Dallas Cowboys need to move beyond past playoff letdowns.

Read More → cowboy wire

 workplace
•  Popularity Boosts Authenticity More Than Position

New research shows that being well-liked at work enables employees to express authenticity more than self-esteem or job title.

Read More → fast company

| Tools

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| Past Reports

| Our Partner

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| Top Voices

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