Gap is also attending Coachella Valley Music and Arts Festival for the first time in April.
“[Music] transcends language, geography, and generations. That unity is powerful,” Torres said. “When we align with the right talent at the right moment, we’re not chasing relevance — we’re participating in it.”
Comeback tour
Gap has been working to recapture its 1990s and 2000s heyday, but Torres insisted the focus isn’t to recreate the past.
“It’s to build forward from our heritage. We’ve centered our strategy on product icons and clear cultural alignment,” she said. “We lead with product. We partner with emerging talent who align with our brand values and who feel authentic.”
Torres took on the CMO role in May 2024 after the position had been vacant for two years. Since then, she said Gap has sharpened its brand storytelling and strengthened cultural partnerships.
“We will continue to elevate icons like sweats and denim, deepen our connection to music and culture, and build experiences that make Gap feel essential for a new generation,” she added.
