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Gap’s Fall Campaign Shines a Light on Modern Icons
Signature Pieces Get a Modern Twist for Fall in the “Icon Redefined” Collection
NEW YORK, August 8, 2012 – 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.
Recognized for inspiring creativity and helping to move culture forward in an inventive way, 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. “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.”
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. To follow the content series, visit Gap’s Facebook, Twitter, YouTube, Foursquare, Pinterest and Instagram communities. Join the conversation with the hashtag #shine.
Gap’s collaboration with well-respected 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 16th, 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. To learn more about the in-store events, visit Gap’s Facebook page.
Shine will appear in September issues of national magazines including 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. The campaign was developed in partnership with Ogilvy, and Styld.by was developed in partnership with AKQA.
Fall 2012 Icon Redefined Collection
The Icon Redefined collection for women includes the Always Skinny Jean, Sexy Boyfriend Jean and Colored Corduroy, which range in price from $69.95-$89.95. These bottoms pair with the Boyfriend Shirt ($49.95) and Fitted Boyfriend Shirt ($49.95 – 54.95), available in a variety of fabrics, colors and styles including solid, plaid, ruffle and stripes; the Academy Blazer ($88), a shrunken fit blazer in ponte knit with contrast piping in a range of fall colors; as well as the Boy Tee ($19.95).
For men, the Icon Redefined key bottoms include the Slim Fit Jean, Straight Fit Jean, Lived-in Slim Khaki and Colored Corduroy, which range in price from $59.95-$89.95. All bottoms pair with the Modern Oxford Shirt ($49.95) in fresh washes and a range of colors and stripes; Brushed Fleece Crew ($44.95) in vintage wash fleece crewneck and hoodie silhouettes; and Graphic Tees ($29.95).
In addition, a third collection of community designed graphic t-shirts from the Gap + Threadless partnership will be available for fall. The men’s and women’s styles retail for $29.95 and are the chosen designs from the icons challenge which took place earlier this year. To learn more about the Gap + Threadless partnership, visit www.threadless.com/gap.
About Gap Inc.
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. Fiscal year 2011 net sales were $14.5 billion. Gap Inc. products are available for purchase in about 90 countries worldwide through about 3,000 company-operated stores, over 200 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.