Gap, the iconic American clothing brand revealed its fall campaign which celebrates the individuality and authenticity of personal style by questioning what it means to Dress Normal.
The campaign is rooted in the same core values the brand has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves.
“Finding your own version of ‘dress normal’ is an art – my normal is different from your normal, and that’s the essence of the campaign,” said Seth Farbman, Gap Global Chief Marketing Officer. “This fall, Gap celebrates dressing for yourself and finding those perfect items – a pair of jeans, a t-shirt – that make you feel confident to be your most authentic self.”
The campaign features photography of recognizable people who are known for their own art of dressing normal, starting with Anjelica Huston, The Royal Tenenbaums; Elisabeth Moss, Mad Men; Michael K. Williams, Boardwalk Empire; Jena Malone, The Hunger Games: Catching Fire; and Zosia Mamet, Girls. Additional celebrity names will be released ahead of the September launch. Gap will also be returning to television as part of the campaign, with further details to be revealed in the coming weeks.
The print ads bring unexpected moments and storytelling with taglines that challenge people to ‘dress like no one’s watching’ and ‘let your actions speak louder than your clothes.’
“We were inspired by the bold and honest spirit of the millennial generation; their authenticity is what makes them stand apart in today’s complex world,” said Stephen Sunnucks, Gap Global President. “Gap has always stood for individuality and being your most authentic self. By challenging the idea of what it means to dress normal, we hope to inspire confidence in everyone’s own personal style.”
The fall campaign marks the first creative execution of Dress Normal which begins its story with a classic Gap item and one of the coming season’s biggest trends – black denim – and season after season the narrative will shift to other iconic Gap staples. The concept was developed in partnership with Wieden + Kennedy New York, known for bringing to life brands like Nike, Coca Cola, and Old Spice through provocative storytelling.
Here’s history and heritage of Gap’s 45 years of denim that celebrates the new Dress normal campaign.
It all started in Summer 1969, San Francisco………
It was a special time and place, the epicenter for a country changing with new energies and standards. The city was teeming with youth obsessed with music, art, and countercultural values. The Gap, an embodiment of that spirit, opened its first store that year.
The reason was simple, founder Don Fisher couldn’t find a pair of jeans that fit. His vision helped guide Gap’s denim line, eventually spreading across the country and into the history books, sparking looks and styles each year that were new, fun, and quintessentially American.
The Generations of Gap through the last 45 years…
1969 – Gap was founded
1976 – Think your jeans are tight? Fitted and flared French-cut jeans, popularized by Charlie’s Angels, were often zipped up with paper clips or pliers.
1978 – Sex Pistol’s drain pipe jeans were an expression of fashion anarchy. Distressed, slashed and pinned together. Gap jeans, customized.
1984 – The movie “Footloose” inspired Gap to create the Guys and Gals Action wear line. Loose fitting styles that make you want to dance.
1992 – Vogue Magazine’s 100th anniversary cover features supermodels in Gap white denim.
2003 – Madonna and Missy Elliot popularize Gap’s low rise cropped jeans Gap Denim and music, always a perfect fit.
2009 – Gap launches 1969 Jeans with a renewed take on fit, wash and fabric
2014 – Black is the new black. Black denim takes center stage in our 2014 collection as the ultimate wardrobe essential.
The culmination of 45 years: Quality, Culture & Style
So what makes Gap Denim unique?
Inside the denim studio, each wash is hand finished; sanding and whiskers are done by hand.
All 1969 jeans have a busted side seam. The interior seams are ironed, ensuring the jeans lay flat against the leg.
The Denim DNA
Gap uses Wise Wash sustainability, a low-impact manufacturing technique that consumes less energy and water than conventional processing. On average, Wise Wash jeans use 25% less water, electricity, and chemicals.
The Gap 1969 heritage line comes in a wide gradient of light and dark washes and styles. The yarns in the 1969 denim collection are dipped multiple times, creating a rich indigo color that reveals more character with every wear.