Overview

• The mother-daughter shoot marks their first major joint campaign beyond an informal Goop iPhone session during lockdown, with Mario Sorrenti photographing GapStudio’s Collection 03.
• Paltrow praised her 21-year-old daughter as a natural on set and highlighted Sorrenti’s excitement about Apple’s presence in front of the camera.
• The pairing reflects Paltrow’s long friendship with Gap creative director Zac Posen and Apple’s self-described lifelong affinity for the brand.
• A short film by LOOK and Julian Klincewicz accompanies the images, channeling ’90s New York and the idea of daughters borrowing and reinterpreting their mothers’ wardrobes.
• The capsule launches October 2 with tailoring, sculptural denim and satin pieces, with prices ranging from $54 to $298.