New is so passé if Gap’s global marketing campaign is anything to go by. Its Lived-In print campaign focuses on fabrics that look well-loved and much-worn.
Directing the spotlight onto the apparel and accessories retailer’s spring collection, which is the first line to be developed by Gap’s new creative director Rebekka Bay, the campaign has a stripped-back style reminiscent of 1990s’ Gap, provoking nostalgic memories of the American casualwear business’s popular ‘khaki swing’ television adverts.
Celebrating “authentic attitude” the models that feature in the campaign images, photographed by David Sims, are a talented bunch. Among the names striking relaxed poses are English singer-songwriter Birdy and American actor RJ Mitte.
The campaign will appear in March issues of a number of magazines, outdoors and across Gap’s social media channels.
Gap’s partnership with Vogue and an innovative tactile fabric print ad that has been created for the March issue of the magazine has impressed London Creative chief executive Richard Teideman. “In a market where it’s progressively harder to gain visibility, what I love about this campaign is not so much the images, but rather what they’ve done with them,” he says.
“The fabric print deployment is such a fresh idea - and it plays right to the heart of what Gap is all about - product-centric, but also ingrained into our lives.”
Gap will be hoping the campaign will rekindle Brits’ love for the brand, which has dwindled in recent years.
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