Gap,
the iconic American clothing brand, revealed the first chapter of its new fall
campaign which celebrates the individuality and authenticity of personal style
by questioning what it means to Dress Normal.
Launching
fully on 1 November 2014 in South African Gap and participating Stuttafords
stores, the campaign is rooted in the same core values the brand has unapologetically
stood for over the past 45 years – individualism and the liberation that comes
from confidently being your most authentic self. Dress Normal boldly instructs
individuals to shape their own authentic, personal style – and intentionally
challenges every one of us to dress for ourselves.
“Finding
your own version of ‘dress normal’ is an art – my normal is different from your
normal, and that’s the essence of the campaign,” said Seth Farbman, Gap Global
Chief Marketing Officer. “This fall, Gap
celebrates dressing for yourself and finding those perfect items – a pair of
jeans, a t-shirt – that make you feel confident to be your most authentic self.”
The campaign features photography
of recognizable people who are known for their own art of dressing normal, starting
with Anjelica Huston, The Royal
Tenenbaums; Elisabeth Moss, Mad Men;
Michael K. Williams, Boardwalk Empire;
Jena Malone, The Hunger Games: Catching
Fire; and Zosia Mamet, Girls. Additional
celebrity names will be released ahead of the September launch. Gap will also be returning to television as
part of the campaign, with further details to be revealed in the coming weeks.
The
print ads – which launch this month across the United States, Canada, United
Kingdom, France, Italy and Japan, as well as select international franchise
markets – bring unexpected moments and storytelling with taglines that challenge
people to ‘dress like no one’s watching’ and ‘let your actions speak louder
than your clothes.’
“We were inspired by the bold
and honest spirit of the millennial generation; their authenticity is what
makes them stand apart in today’s complex world,” said Stephen Sunnucks, Gap
Global President. “Gap has always stood for individuality and being your most
authentic self. By challenging the idea of what it means to dress normal, we
hope to inspire confidence in everyone’s own personal style.”
The
fall campaign marks the first creative execution of Dress Normal which begins
its story with a classic Gap item and one of the coming season’s biggest trends
– black denim – and season after season the narrative will shift to other
iconic Gap staples. The concept was
developed in partnership with Wieden + Kennedy New York, known for bringing to
life brands like Nike, Coca Cola,
and Old Spice through provocative
storytelling.
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