When Latinas Lead, the Work Feels Different: Inside Gap’s Young Miko Campaign

Gap’s latest campaign with Young Miko feels like a shift from what the brand’s been doing. It’s not only about who’s in front of the camera— it also reflects who’s behind the decisions. Faby Torres, Gap’s Chief Marketing Officer, has been part of that change, shaping how the brand shows up culturally and who it chooses to align with.

Torres’ presence at the executive level matters because it’s not performative—it’s reflected in the decisions being made. From the viral KATSEYE campaign to now co-creating with a Puerto Rican artist like Young Miko, Gap is leaning into global, multicultural storytelling in a way that feels intentional rather than trend-chasing. And that intention starts at the top.

“As a Latin woman, as a Mexican woman that grew up in my country, I had dreams, and I’m a dreamer,” Torres says. “I’m still full of curiosity, thoughts, and ambitions at this age.”

Her approach to leadership isn’t about centering identity as a limitation—but as an advantage. Throughout her career, she’s reframed what it means to be a Latina in global rooms, not as something that boxes her in, but something that expands how she sees the world and, in turn, how she builds brands.

“I kind of took it as my superpower,” she explains. “I know brand marketing… I’m curious, I’m creative. So I’m, by the way, multicultural.”

That perspective is what makes campaigns like Young Miko’s feel different. This isn’t just about casting a Latina artist—it’s about understanding the cultural weight she carries, and giving her space to show up fully in her own language, sound, and energy. Torres makes it clear that this moment wasn’t random—it was overdue.

“It is the right time, it’s the right moment. We haven’t really collaborated with a Latin artist in the new era. And she just fit the brief perfectly.”

But what’s more telling is how the campaign was built. Under Torres’ leadership, inclusion isn’t a final step, it’s embedded in the process. From the rooms where ideas are developed to the people shaping them, she emphasizes the importance of making sure every voice contributes to the outcome.

“All the voices in a room need to be heard… I want the team to be heard, the young voices to be heard. We all learn from each other.”

That ethos translates directly into the work. In the Young Miko campaign, that means not only spotlighting her as the face, but investing in her artistry—co-producing music content, building a world around her, and ensuring the people around her reflect the same authenticity.

“The dancers are a very important part of the cast… a lot of them are Latinos,” Torres notes. “It’s an opportunity for us to show that we care and they’re authentic and bring the energy and bring the swag of Gap.”

What Torres is building at Gap is a reminder that representation at the executive level isn’t symbolic—it’s structural. It shapes who gets visibility, how stories are told, and whether culture is treated as an aesthetic or a lived experience.

And in this case, it’s clear: when Latinas are in the room making decisions, the work doesn’t just look different, it feels different.

Interview conducted by Caroline Salinas (Watch HL Drops for this interview here).