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Gap Shines Spotlight on Rising Stars (and Jookin) in Fall/Winter Campaign

Posted by Sheila Shayon on August 10, 2012 01:18 PM

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.

"Gap's fall collection clearly reflects our casual, American style through modern interpretations of our iconic classics that customers can really make their own," stated Gap's global CMO Seth Farbman. "With Shine, we continue our brand's tradition of introducing emerging artists and musicians that inspire people creatively to make their mark on the world. It's this kind of energy and passion for individual style that we are infusing into our clothes today.

The digital component of the campaign is bringing these performers across multiple social media channels during an eight-week series including YouTube, Facebook, Foursquare, Twitter, Pinterest, and Instagram

Gap's Styld.by network of fashion and lifestyle website partners are using pieces from the Icon Redefined collection to style looks from their own point of view and encourage consumer participation. On August 16th, websites including Refinery29, WhoWhatWear, Lookbook, Rue and Stereogum will host in-store events in Boston, Chicago, Dallas, Los Angeles, New York, Miami, Philadelphia, San Francisco, Toronto, and Washington D.C.

The Shine campaign, developed with Ogilvy and Styld.by in partnership with AKQA, will appear in September issues of Vogue, Lucky, InStyle, Glamour, GQ, Men's Health, Rolling Stone and Nylon and outdoor in key markets including New York, Los Angeles, San Francisco and Chicago. 


MomJeans United States says:

I just rec'd my Gap cardholder promo today with this collection. The sale runs through the end of August, but the fine print says a lot of the clothes aren't available until early September. Thanks Gap!

August 11, 2012 07:00 PM #

Sebastian MacLean Canada says:

Hi Sheila,

I am an actor and film producer, who talks about film industry branding. The idea of co-brand boosting (GAP using musicians to advertise, as artists gain personal brand exposure advantages at the same time) is really interesting. Of course, a lot of this is propelled by sheer dollar power from GAP and prior promotion from the artists. My efforts in entertainment branding involve looking at ways a person can use branding to move from obscurity into a position of notice and value (both to find co-producers and generate casting interest). However. part of this is finding ways to increase your personal brand exposure and present value, so producers become open to seeing you as an asset. Would you have any advice on how lesser known personal brands might catch the attention of larger brands in a way that boost them in their respective markets? I would love to share some of this with my entertainment branding audience at www.sebastianmaclean.com
Thank you. Smile

August 12, 2012 06:54 PM #

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