GapStudio's New "Liquid-Soft" Jeans Are About to Go Viral
Lila Moss stars in GapStudio's new summer campaign. Scroll down to see and shop our edit of the best items.


If you’ve been paying attention, you know that Gap is cooler than ever right now. Thanks in large part to Zac Posen, EVP and creative director of Gap Inc., the classic retailer has been on a roll with smart collaborations, A-list celebrity endorsements, and lots of chic clothes. Another reason for its recent success? GapStudio. Launched in April 2025, it’s “a new segment that represents the highest expression of the iconic American brand in terms of style, craftsmanship, and quality,” per a press release.
Today, GapStudio dropped its summer collection with a campaign fronted by Lila Moss. According to a press release, the collection features the brand’s “all-new draped denim with a liquid-soft hand feel and breezy lightness that offers an easy, effortless flow—perfect for the warm-weather months. A sun-faded finish brings a lived-in look, while thoughtful design details like let-down hems reveal tonal contrast and add character through subtle texture and wear.”
“It’s about the sensation of that first walk along the ocean in jeans,” Posen said in a statement. “We wanted fabrics that are soft, light, breezy—capturing the feeling of summer while honouring the heritage of Gap.” Scroll down to see the campaign and shop our favourite pieces.
Shop the Best of GapStudio's New Collection:
Shop More GapStudio Pieces We Love:

Erin got her start as aBest Knockoff Luxury Clothing intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.
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