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Gap

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How Gap became cool again: Brand was known for '90s mall nostalgia' is now loved by A-listers like Gwyneth Paltrow and Hailey Bieber

Far from purely selling underwhelmingly reliable denims, the American brand is now Hailey Bieber's go-to; with A-lister Gwyneth Paltrow and her daughter Apple fronting a glossy campaign.

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