February 2, 2007
SAN FRANCISCO − February 2, 2007 − Just in time for spring, Gap introduces “khakis with attitude” – an integrated marketing campaign that features khakis and stars a talented cast of actors and models. This season at Gap, khakis have a lighter look, mood and style than ever before. Piece after comfortable piece, these khakis will give you the freedom to lighten up, kick back and get ready for spring.
“Gap’s khakis for spring are effortless. Soft, rumpled and laid-back – they have a whole new lightness and ease,” said Trey Laird, creative director for Gap. “The look is still pulled together, but with a cooler, more carefree vibe that comes alive in our new 'khakis with attitude' campaign.”
Gap’s new khaki collection features a broad range of fresh, easy looks for both men and women. The look for women is all about wide-leg pants, which makes Gap’s boyfriend trouser a must-have item. Made of lightweight cotton and featuring clean lines with a wide cut leg, the boyfriend trouser offers women an updated twist on a classic favorite. Other great khaki styles available for women include the khaki pencil skirt, drawstring dress, zipper anorak and cropped peacoat. Men will love the casual attitude of this season’s khakis including everything from relaxed khaki pants and cargo shorts to weekend jackets and military shirts.
Shot by acclaimed photographer Mikael Jansson, Gap’s spring print campaign features Gap’s new “khakis with attitude” in a series of laid-back images. The ads are shot against a faded khaki backdrop capturing the light, relaxed mood of the season. Each person in the campaign is photographed wearing an item from Gap’s new khaki collection for spring. Kyra Sedgwick gives a playful, flirty glance in her khaki boyfriend trousers, Wentworth Miller looks casual and comfortable in his cargo khakis, and Chris O’Donnell exudes cool confidence in his khaki military jacket and drawstring pants.
The “khakis with attitude” print campaign, was developed by Gap’s creative agency Laird + Partners and will run in March issues of publications such as Vogue, Vanity Fair, Elle, Allure, Glamour, Lucky and GQ. The campaign also includes outdoor elements such as billboards and bus shelters in select markets.