Hole has revealed its new movie star model ambassadors, and it’s a household affair: Gwyneth Paltrow and her daughter, Apple Martin.
The mother-daughter duo star in GapStudio’s fall/winter marketing campaign, modeling a brand new assortment that’s impressed by Nineteen Sixties futurism and Nineteen Nineties downtown New York vogue icons like Paltrow, Grace Jones, Tina Turner, Carolyn Bessette-Kennedy, and Sofia Coppola.
In Hole’s movie, Paltrow and Martin mirror on their relationship, distinctive kinds, and sharing garments.
Photographer Mario Sorrenti shot the advertisements, with artistic course by Zac Posen, govt vp and artistic director of Hole Inc.
“Hole has all the time been identified for campaigns that bridge generations and form tradition,” Mark Breitbard, president and CEO of Hole model, mentioned in a press release. “From our iconic ’90s advertisements to as we speak, we’ve celebrated authentic expertise—each completed and rising—to encourage self-expression. Partnering with Gwyneth and Apple continues that legacy, providing a contemporary perspective on timeless design.”
Posen added that the pair demonstrates “how clothes strikes by time, borrowed, reinterpreted, and made private.”
Paltrow and Martin are the newest in a line of high-profile promoting stars who’re serving to to reinvigorate Hole’s model.
Final month, the retailer enlisted international woman group Katseye for its viral fall marketing campaign.
Parkey Posey, one other Nineteen Nineties icon, featured in Hole’s spring 2025 advert.
The model has additionally labored with Gen Z stars together with Troye Sivan and Tyla, whereas refreshing its well-known dance commercials to evoke nostalgia with a contemporary edge.
Hole’s advertising and marketing revamp started with the arrival of former Mattel exec Richard Dickson as CEO of mother or father firm Hole Inc. in 2023. Posen and chief advertising and marketing officer Fabiola Torres joined in 2024.
The corporate reported flat second-quarter gross sales, as much as $3.73 billion from $3.72 billion a yr earlier, and mentioned it anticipated President Donald Trump’s tariffs to value it between $150 million and $175 million this yr.
