Brings to Life Relaxed and Authentic Spring Collection
NEW YORK, Feb. 18, 2014 /CNW/ - Launching today, "Lived-In," Gap's
global marketing campaign celebrates an authentic attitude, also
captured in the brand's spring product collection featuring a modern
and youthful interpretation of classic, casual styles.
For years, Gap has shared its belief in the power of the individual by
highlighting people who are always their most authentic selves. This
season, the "Lived-In" attitude is brought to life by a cast of
emerging and talented young artists including musicians, singers,
actors and photographers.
Unveiled worldwide today, the campaign includes Trinidadian-born
American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green (performing under the stage name Washed Out). Each artist was photographed by David Sims, who is known for his
ability to capture his subject's own easy style - a confidence and
comfort that can only be expressed in clothes that you can truly live
"We are proud of our tradition of finding emerging talent from around
the globe and sharing them with the world in an authentic and
meaningful way," said Seth Farbman, Gap's Global Chief Marketing
Officer. "For 45 years, Gap has celebrated individual style, and as
demonstrated through 'Lived-In,' there's just something about a
well-loved denim jean or washed out cotton tee that truly expresses a
The campaign will appear in March issues of national magazines, outdoor
in cultural hubs of key markets and across Gap's social media channels.
In partnership with Vogue magazine, Gap created a first-ever tactile
fabric print ad for their March issue, which includes a fabric logo
made from the cotton of a worn-in tee. The campaign was developed in
Gap's Creative Center in New York in partnership with Peterson Milla
To follow the content, visit Gap's Facebook, Twitter, Pinterest and Instagram communities, and join the conversation with the hashtag #LivedIn.
Spring 2014 Collection
The spring collection, the first line developed by Creative Director
Rebekka Bay, continues Gap's expression of American optimism and casual
style that feels as authentic as the talents of the artist wearing them
in the campaign. The collection is both authentic and relaxed -
encompassing womens, mens, kids and babies, all with a new washed down
color palette and fabrics that look and feel like you've owned them
"For spring, we've recognized the brand's iconic pieces - khakis, denim
and tees - as the focal points, and through the feel of the fabric and
shade of colors, brought 'Lived-In' to life through design," said
Rebekka Bay, Gap's Creative Director. "We've created a complete and
cohesive collection for all divisions that goes beyond any one product
category and any one customer."
Standout styles in the women's collection include the Broken-In Straight and Boyfriend Roll Up Short bottoms, which pair with the Sunwashed Fleece and Washed Boyfriend Shirt.
For men, highlights include the popular Lived-In Khaki and Lived-In Cargo Short, topped with the Lived-In Shirt, which is available in both solids and patterns.
Gap is a global apparel and accessories brand focused on delivering
casual, American style. The brand offers classic, iconic clothing that
helps customers express their individuality through its Gap, GapKids,
babyGap, GapMaternity and GapBody collections. With an optimistic point
of view and belief that everyone can make their creative mark in the
world, Gap embodies what it means to be bright. Founded in San
Francisco in 1969 by Donald G. Fisher and Doris F. Fisher, the brand
has grown from one store to over 1,600 company-operated and franchise
retail locations around the world. Gap is the namesake brand for
leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes
Gap, Banana Republic, Old Navy, Piperlime, Athleta and Intermix. For
more information, please visit www.gapinc.com.
SOURCE: Gap Canada
For further information:
Phone: (416) 355-2321