Having been revitalised by a girl group, US denim brand Gap is making another play for the Australian market.
The deal through Myer stores will hopefully be third time lucky for Gap, which closed its Australian stores eight years ago and saw an online-only push fizzle out two years ago.
“Over the last two years, we focused on fixing the fundamentals – closing stores, right-sizing the business, and strengthening our core,” says Mark Breitbard, Gap president and chief executive. “From there, we returned to what Gap does best by owning our heritage in music and dance while doubling down on product icons like linen, khaki, and denim.”
Dance, which was a part of Gap’s upbeat television advertisements in the nineties, has been central to its regained popularity, following last year’s viral Better In Denim campaign featuring girl group Katseye dancing to Kelis’s hit 2003 song Milkshake.
The campaign received more than 20 million views in the first three days of its release in August. It has currently received more than 66 million views on YouTube.
“We focus on working with the right voices at the right moments, and our campaign with Katseye is a great example of that,” Breitbard says. “Better in Denim became the highest-performing campaign in Gap brand history and helped drive double-digit growth in adult denim in 2025.”
Gap is also enjoying a red carpet renaissance. Sharon Stone famously wore Gap pieces to the Oscars in 1996 and 1998. This year Timothée Chalamet wore a custom Gap Studio outfit to the Oscars’ nominee dinner while actress Barbie Ferreira wore an indigo gown inspired by work shirts to the main ceremony.
“Gap Studio is one of the ways we show up in cultural moments that feel elevated and unexpected for the brand. It reinforces our connection to fashion and entertainment, while showcasing our design credibility on a global stage.”
When Gap first launched in Australia with a 1200 square metre store at Chadstone Shopping Centre in 2010, it was already facing global retail challenges. It was the same year Gap attempted rebranding with a minimalist logo, a decision so unpopular it was reversed in six days.
Buoyed by recent sales growth, Breitbard is convinced that now is the right time to team up with Australian apparel group Fashionata who will manage the launch of a dedicated online store for Gap in August.
“Australia is an important market as we continue to expand our international franchise business. This launch reflects the momentum we’re building globally as we introduce – and reintroduce – Gap to new audiences,” he says.
The deal with Myer strengthens the department store’s return to the fashion frontlines, following its recent partnership with British brand Topshop.
“Gap has reestablished itself as a cultural force and is clearly resonating with a new generation,” says Olivia Wirth, Myer executive chair. “This launch represents a significant step for Myer as we continue to reinvigorate our brand mix to attract new customers, especially younger Australians.”
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