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.
For women, the Icon Redefined collection includes the Always Skinny Jean, available in different washes at affordable prices; The Sexy Boyfriend Jean, a must-have fashion fit of the season; The Coloured Corduroy Legging Jean, corduroy updated with an amazing hand feel and texture; the Boyfriend Shirt and Fitted Boyfriend Shirt that offers a feminine twist on menswear inspired shirting available in a variety of fabrics, colours and styles including solid, plaid, ruffle and stripes; the Crewneck Sweater, available in a range of fashion colours and textured yarns; the Academy Blazer, a classic Gap blazer and the Super Soft Tee, the perfect long sleeve tee-shirt with an incredible soft hand feel and flattering fit.
For Men, you can step out this ‘Fall’ with unexpected style and comfort with Slim Khakis, the perfect modern casual khaki available in a range of neutrals and colour; the essential Men’s Straight Fit Jeans available in premium indigo washes and the 1969 Modern Cord that offers a new take on cord with the Slim fit option. All bottoms pair with the Modern Oxford Shirt, available in fresh washes and a range of colour and stripes; Brushed Fleece Crew offered in vintage wash fleece crewneck and hoodie silhouettes; and Graphic Tees.
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