Gap has unveiled its global marketing campaign for its fall/winter collection, featuring musicians and dancers you may not have heard much about – until now.

The campaign brings its clothing to life as they wear Gap's signature pieces while performing, with the theme of "Icons Redefined" in a nod to the retailer's black and white icons campaigns shot by Annie Leibovitz featuring bigger names. This new collection continues its (summer) commitment to bright colors with a slightly more muted palette and the tagline, "Show Your Colors." (Or rolling it all up, “The icons of tomorrow Shine at GAP this fall.”)

The retailer tapped up and coming musicians — the Avett Brothers, Karmin, Lia Ices, Kaki King, Nicki Bluhm (above) — and dancers Lil’ Buck, whose freestyle "jookin" is described as "urban ballet" by some and "gangster walking by others, plus classical dancer Yuan Yuan Tan of the San Francisco Ballet. (Check out the TV commercials below.) The collection can now be viewed on its Facebook page, with commercials starting to hit TV screens.Continue reading...

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While Gap North America is hustling to salvage the fall-out from its logo debacle and disappointing holiday sales, its China management team is pushing ahead with phase 2 of its Let's GAP Together campaign in the region.

Having entered the China market last year, Gap's local marketing campaign pairs creative individuals from China and the US who represent creative freedom, optimism, style and individuality.

American photography icon Annie Leibovitz shot Gap's China campaign, and even appears in one image with Hong Kong’s Wing Shya. Usher is paired with Taiwanese Mando-pop star Jolin Tsai; Hong Kong director Johnny To is paired with Hollywood director Barry Levinson.Continue reading...