- Victoria Pedretti stars in "Wear What You Feel," the debut campaign for Gap Beauty, Gap's first-ever fragrance line.
- The collection relaunches Gap's 1990s scents Dream, Grass, Heaven and Om as eau de parfums, plus a new fifth scent, Harmony.
- Products hit all Gap stores and Gap.com on July 30, 2026, priced from $20 to $52.
- The deal is Pedretti's biggest brand campaign to date and extends Gap's recent run of celebrity-fronted launches.
Gap has officially entered the beauty business, and it’s putting actress Victoria Pedretti front and center. On July 27, 2026, Gap Inc. announced the first release from Gap Beauty: a reimagined take on its beloved ’90s fragrance line, supported by a new campaign called “Wear What You Feel.”
Pedretti, known for The Haunting of Hill House and You, appears in intimate, portrait-style imagery that frames each fragrance as its own mood.
The five-scent lineup revives Dream, Grass, Heaven and Om, originally launched in November 1994, reworked as 20% concentration eau de parfums, alongside a brand-new fifth scent, Harmony.
DSM-Firmenich perfumers Honorine Blanc and Nicole Mancini developed the updated formulas; Blanc worked on the originals decades ago. The fragrances launch July 30 in a five-piece Discovery Kit or a 10ml bottle for $20, and a 50ml bottle for $52.
The campaign marks Pedretti’s most high-profile brand partnership yet. Her recent work includes a Who What Wear spring cover alongside Lili Reinhart, Lola Tung and Alexandra Shipp, and a lead role as Cherry in the horror-comedy Forbidden Fruits, which hit theaters and Shudder in March. She also appears in Netflix’s Something Very Bad Is Going to Happen.
For Gap, the fragrance push builds on a busy year of star-driven collaborations. The brand just launched a limited-edition denim capsule with Hailey Bieber and earlier landed a multi-season design collaboration with Victoria Beckham, following a limited-edition hoodie collection with KATSEYE and a campaign with Young Miko.
Beauty itself has been in motion since September 2025, when Gap Inc. named Deb Redmond its Head of Beauty and brought on veteran executive John Demsey to help lead the category’s rollout, starting with a test run at Old Navy.
Gap Beauty’s debut signals a broader bet: that nostalgia and star power can do for fragrance what they’ve already done for the retailer’s denim aisle.
Takeaways
Gap’s turnaround strategy keeps circling back to the same idea: pair familiar essentials with faces that carry cultural weight, whether that’s Victoria Beckham’s design credibility, Hailey Bieber’s Gen Z pull, or now Pedretti’s scream-queen fame.
Fragrance is also a lower-risk way to test “Gap Beauty” as a category before it potentially expands into skincare or makeup. And leaning on ’90s nostalgia isn’t new for Gap, but doing it through beauty is a fresh bet on whether shoppers will trust an apparel brand with something they put on their skin.
Does casting an actress instead of a traditional beauty influencer change how a fragrance campaign lands with shoppers? Can Gap’s ’90s nostalgia strategy carry over from clothing into a brand-new category like beauty?
