The Gap is back, YSL gets serious and why it all works

We saw it, we loved it, we wrote about it.

Hello, friends! How goes it?

This week, we’re looking at two very different brands making very smart moves. One is proving that when you embed your brand into culture, you don’t just market – you matter. The other is taking a big, bold stand on an issue that resonates with its audience.

1. Gap is having a moment (again). Here’s why.

Gap has been on a hot streak, and it’s not by accident. Their latest campaigns? Smart. Their brand collaborations? Culturally spot-on. Their internal brand activation? Pretty damn cool.

• Parker Posey as the face of the campaign? 🤌🏽 She’s not just a nostalgic throwback – she’s a cultural mainstay, known for roles that defined an era, with a presence that exudes confidence and individuality. With White Lotus set to introduce her to a whole new audience, this casting feels both familiar and fresh.

• Harlem’s Fashion Row partnership? More than a collab – a statement on access and opportunity. The ad promoting the partnership centers on an elevator as a symbol of growth, momentum, and giving designers of color the platform they deserve. It’s a blend of heritage and progress, celebrating a culture that’s long influenced fashion but hasn’t always received credit.

• NBA All-Star Weekend partnership? A multi-year licensing deal that puts Gap in the game. Literally. Their new NBA collection reimagines team logos on Gap essentials – denim, fleece, tees – blurring the line between sportswear and everyday style.

• Internal brand activation? Employees aren’t just watching the campaign, they’re inside it. The “Feels Like Gap” elevator at HQ invites them to engage, experience and embody the brand firsthand. Chef's kiss.

Every move here works because they're not simply running a campaign: they're living their brand.

Gap’s Q4 comp sales were up 7%, marking their fifth consecutive quarter of growth. Proof that when you align brand, culture, and consumer experience, the results follow.

Our Takeaway: The best brands don’t chase culture, they are culture. Gap is so back, proving that when you do it right, you GROW. 💰

2. YSL Beauty just set the bar. And we’re jealous

The best ads make you feel something. And YSL Beauty’s new “Abuse is Not Love” campaign? Well…it hits.

It starts like a typical luxury fragrance ad – romantic, sultry, cinematic. Then, the shift happens. It’s subtle at first, but the unease builds. And suddenly, you realize: this isn’t about perfume. It’s about something much deeper.

The cinematography? Whoa. The soundtrack? Perfectly unsettling. The storytelling? Raw and restrained in all the right ways.

This isn’t awareness for the sake of awareness – this is brand-building. Some critics will argue that cause-driven marketing doesn’t sell, but let’s be real: people want to buy from brands that stand for something. And YSL just made it clear exactly what they stand for.

Our Takeaway: Luxury marketing is shifting from aspirational to alignment, with the most compelling brands selling values first, products second. That's what makes a lasting impact.

If there’s a lesson here, it’s that effective branding is about knowing who you are and showing up in a way that actually matters. Gap is proving that cultural relevance isn’t accidental, and YSL just reminded us that taking a stand isn’t risky when it’s done with purpose.

We’ll be back in two weeks with more takes. In the meantime, if you see a brand move that has you thinking, hit reply and tell us about it. If we love it, we might just include it next time.

Tandem Creativ ✌🏽