In its latest commercial, Gap has taken an unexpected approach by featuring actress Barbie Ferreira in a segment that resembles a TikTok “Get Ready With Me” video rather than a traditional apparel advertisement. The first 18 seconds showcase Ferreira jumping out of bed and making her way to the bathroom, where she casually combs her hair with her fingers, massages her face, and dances in front of a mirror. This visually striking scene includes a blurred assortment of beauty products on her vanity, leading many to speculate about an impending cosmetics or skincare launch by Gap.
However, the beauty products are ultimately a red herring. The advertisement actually promotes Gap’s collaboration with Summer Fridays, a San Francisco-based beauty brand known for its skincare line. This partnership marks Summer Fridays’ inaugural fashion collaboration, introducing a range of loungewear including “Summer Fridays”-branded hoodies, striped pajamas, and cozy socks. The collaboration aims to appeal to Sephora shoppers, encouraging them to explore Gap’s offerings. As part of this marketing strategy, Gap will provide a gift with purchase that features popular Summer Fridays products, such as Lip Butter Balms, making it likely that the headbands and other items will become staples in daily beauty routines.
Under the leadership of Chief Executive Richard Dickson, Gap is increasingly focusing on partnerships with trending brands and celebrities to revitalize its image and appeal to a younger demographic. This year alone, the brand has launched collections with Harlem’s Fashion Row, Dôen, Béis, and Sandy Liang, gaining significant attention through viral advertisements featuring stars like Troye Sivan and Tyla.
Mark Breitbard, president and CEO of Gap Global Brand, described these collaborations as the “icing on the cake,” following years of solidifying the brand’s fundamentals, including the closure of underperforming stores and enhancing core products. “These collaborations give us another reason to talk to our customer, or a new customer,” he noted. The collaborations aim to inject fresh energy into Gap’s classic offerings.
Summer Fridays, co-founded by Lauren Ireland and Marianna Hewitt, is aspiring to be recognized as more than just a casual beauty brand. They believe their sophisticated yet accessible style makes their transition into fashion a logical step. Both founders have backgrounds as influencers and frequently share their fashion and lifestyle choices, making this foray into loungewear feel natural. “The essentials we loved in our youth are the same kind of things we would go to Gap for today,” Hewitt remarked, emphasizing a desire to attract both existing and new customers to their products.
After being acquired by TSG Consumer Partners last year, Summer Fridays is returning to its skincare roots, recently launching the Gentle Reset™ Daily Exfoliating Pads. The brand has also begun selling on platforms like Amazon and TikTok Shop, witnessing significant growth—with annual retail sales reportedly reaching $244 million as of September 2025.
Additionally, Gap is making its intentions in the beauty sector quite clear. The company has brought on John Demsey, a former executive from Estée Lauder, to provide strategic consulting, and recently appointed Deb Redmond as general manager of beauty. “We see a lot of runway, but we’re really just pulling the team together,” Breitbard commented, highlighting the vast potential Gap sees in this market. Future initiatives are set to reflect the success that brands like Victoria’s Secret and Bath & Body Works achieved in the 1990s with their beauty expansions.
While questions remain about whether Summer Fridays will be part of this beauty venture in the future, Hewitt remains focused on their initial drop. “We’re excited about the future,” she stated, leaving the door open for potential collaborations down the line.
