Gap Beauty Relaunches Its Nostalgic Perfumes
Plus, Victoria Pedretti fronts the campaign.
Gap Beauty is stepping back into its fragrance era, relaunching its cult-favorite ’90s scent collection as five new Eau de Parfums. Originally launched back in 1994, the perfumes are getting a full refresh for a generation that “treats scent less like a single signature and more like a rotating wardrobe.” According to the brand, each formula is built to represent its own mood, with all five designed to be worn solo or layered together.
The lineup includes four returning favorites alongside one new addition. “Dream” leans warm and woody with Italian bergamot, jasmine and cedarwood, while “Grass” stays light and clean with green mandarin, matcha and Virginia cedar. “Heaven” goes softer and more sensual, built around a proprietary amber note brightened by pear and Madagascar vanilla, and “Om” offers a deeper, earthier option with ginger, sandalwood and cedar. Rounding out the set is the newcomer, “Harmony,” a brighter, more playful blend of apricot nectar, gardenia and amber.
The relaunch comes with a new campaign, “Wear What You Feel,” fronted by actor Victoria Pedretti, who brings her signature emotional depth to a series of portraits meant to capture each scent as its own distinct feeling.
The fragrances retail for $20 USD for 10 ml and $52 USD for 50 ml, and will be available for purchase on the brand’s website starting July 30.
In other news, Alisha Boe is the face of “Black Opium.”
