Gap x Gilmore Girls: Curating A Dream Collaboration
Gap is trending this fall with its hot new “Better in Denim" ad that hearkens to the early aughts. Here's how it intersects with the Gilmore Girls.
Hi Friday night readers,
Gap is trending this fall with its hot new “Better in Denim” marketing campaign, and I’ve got a lot to say about it… and how it intersects with the Gilmore Girls.
“Better in Denim” hearkens back to the style of iconic Gap marketing campaigns of the 90s and early 00s, the time during which our beloved Gilmores forever live. It subtly admits that nostalgia doesn’t just feel good— it’s also marketable.
The white backdrop, the choreography, the denim, and even the overhead shots— I’ve seen (and loved) it all before.
I worked at Gap from 2000-2004 (truly the best job ever) and find so many overlaps with the brand and the Gilmores: the classic American style! The songs! The celebrity cameos!
Fun fact: Some of Rory’s clothes on the show were actually from the Gap. I know because I, too, owned them at the time!
Not only does Gap’s “Better in Denim” ad use a song I played on repeat during my commutes to Gap in 2003 (Kelis’ “Milkshake”), but it also brings back the bestselling styles of the time, including the popular women’s Long & Lean jeans— so flattering that I regularly sold them to both women and men. That is, after I spent hours perfectly folding them into neat rows.
Getting new product lines and marketing materials delivered in store at Gap wasn’t just a moment in time— it was a cultural movement. Remember, we didn’t have social media or robust websites for inspiration then. We had shopping malls.
On one occasion (a Madonna collaboration), the marketing was so top secret that our lookbook previews were delivered without, well, looks.
What Gap and Gilmore Girls have in common are 2000s sights, sounds, and aesthetics.
In fact, several WB stars (the show’s network) made their way into Gap’s ad campaigns, including Dawson’s Creek and Felicity cast members like Katie Holmes.
And the overlaps hold with Gap’s fall 2025 campaign, so much so that I created mood boards with their new arrivals for both Rory and Lorelai!
Rory Gilmore’s Fall 2025 Gap Style
Rory Gilmore’s style is very casual New England. It’s warm and cozy, with simple silhouettes and prints. It’s modest, and it incorporates academic vibes. Think: denim, knits, and plaids.
For Rory from Gap’s fall line, I selected:
For running around Stars Hollow: The popular low-rise Long & Lean jeans I mentioned earlier and a CashSoft crewneck sweater. (I personally own and love CashSoft! It’s thick and cozy without all the fuss or expense of a more high-end material.)
For class at Yale: A pleated plaid skort and a varsity-style cable knit cardigan. It’s basically an upgraded Chilton uniform!
For work at the paper: A plaid dress that can be layered with a simple tee or turtleneck.
For Friday night dinner: A modest satin button-up dress with lace trim.
Lorelai Gilmore’s Fall 2025 Gap Style
Lorelai Gilmore’s style is very “business casual” of the time. She loves sleek and form-fitting silhouettes, as well as structure. It’s all very daytime to nighttime.
For Lorelai from Gap’s fall line, I selected:
For an unexpected errand: A black trench coat, no explanation needed.
For work at the Inn: a plaid shift dress and a midi sweater dress.
For date night: A sheer lace top with a cami underneath and a denim v-neck button front dress that looks so aesthetic with knee-high boots.
For Friday night dinner: A long satin slip dress with lace trim.
Add a simple vegan leather tote and/or classic plaid blazer to accessorize any/all of these looks!
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