Gap’s global marketing campaign for fall—Shine—brings its “Icon Redefined” collection to life by featuring an eclectic mix of musicians and dancers wearing Gap’s signature pieces updated with a modern design point of view and rich fall color palette.
Cast members include musicians Seth and Scott Avett from the Avett Brothers; American pop duo Karmin; professional “Jookin” dancer Lil’ Buck; singer-songwriter Lia Ices; Chinese-born San Francisco ballet dancer Yuan Yuan Tan; musician Kaki King; and singer-songwriter Nicki Bluhm .
Each cast member embodies what it means to be bright and was photographed while performing their art form in motion.
“Gap’s fall collection clearly reflects our casual, American style through modern interpretations of our iconic classics that customers can really make their own,” said Seth Farbman, Gap’s global chief marketing officer.
Gap's Fall Campaign
As part of the campaign, Gap will showcase cast members through an eight-week content series on Gap’s social media channels. Inspirational content includes a YouTube video of Lil’ Buck jookin’, a Facebook how-to tutorial of Kaki King’s guitar tricks, style tips from Nicki Bluhm on Foursquare and a series of share-worthy quotes from the cast.
Gap’s collaboration with fashion and lifestyle websites, Styld.by, continues with new partners and content this fall. Using pieces from the Icon Redefined collection, each website styles looks from their own point of view and then delivers those looks in a way that encourages people to engage and share them through social media.
On August 16, each Styld.by partner, including Refinery29, WhoWhatWear, Lookbook, Rue and Stereogum, will host in-store events to celebrate the launch of the fall collection.
These events will bring the Styld.by experience to life in select stores in Boston, Chicago, Dallas, Los Angeles, New York, Miami, Philadelphia, San Francisco, Toronto and Washington D.C.
The campaign was developed in partnership with Ogilvy, and Styld.by was developed in partnership with AKQA.
Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands.