Bridging the Gap between East and West

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...