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Compared to some of the depressingly empty British high streets I’ve visited, Covent Garden is in bloom. No vape shops or stores full of souvenir tat here – the streets are lined with chic fashion chains like Arket and Reformation, plus plenty of wellbeing and beauty brands.

I was surprised, however, on a recent trip to Covent Garden to spot a Gap store. Didn’t they all close down? The last one I remember going to was on Oxford Street a few years ago, and it was rather a dire affair, with piles and piles of bland clothes and discount tags swinging about everywhere.

However, it turns out Gap is making a comebackwith a new Christmas campaign featuring Sienna Spiro (no, I have no idea either, but Gen Z love her – the ad’s gone viral on TikTok.) As well as Gap’s UK flagship in Covent Garden recently reopening, there are two further shops due to launch in White City and Wembley before the end of 2025.

Designer Zac Posen joined Gap as creative director in 2024, and is behind the drive to rebrand it as once again on-trend and relevant (I remember the days when a Gap hoodie was about the coolest thing you could own). As well as getting Gen Z-friendly celebrities on board, the Hollywood big shots are wearing Gap too: everyone from Timothée Chalamet and Demi Moore to Cynthia Erivo and Anne Hathaway has worn the US high-street brand on the red carpet in the past year or so.

But even for those of us who spend time traipsing around on office commutes and school runs rather than sashaying down the red carpet, Gap 2.0 has plenty to offer. Here’s what caught my eye…

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