Gap's new global marketing campaign, "Lived In," is bringing us back to basics once again — this time under the direction of new Creative Director Rebekka Bay. For Holiday 2013, the brand made headlines by celebrating a diverse group of cultural icons and activists in the "Make Love" Campaign. Gap understands that trendsetting takes place in more than just the fashion scene, and has continued to stay current through showing off the spring collection modeled by young, emerging artists.
Photographer David Sims captured the washed-out, worn-in looks with portraits of 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 Gree. Global Chief Marketing Officer Seth Farbman discusses the creative decision in Gap's press release:
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. 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 person's character.
Through dressing the artists in casual, everyday outfits, the brand highlights natural, authentic beauty — and they've chosen models with inherent cool factor to complete the look.
But the spring collection doesn't just flatter the future superstar type. It also provides more affordable options for the average young consumer looking to approach a new level of stylized maturity. The brand knows that its buyer wants to make basics look chic, and has always succeeded at glamorizing classic, simple pieces as a result. And though the white button-down and denim chambray shirt are not revolutionary Gap items, they continue to be styled in versatile ways. Bay has a clear understanding of the brand's strengths:
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.
In the midst of nonstop fashion week bustle, it is easy to get caught-up in all the color, drama, and details. And although a fashion lover can see stunning runways as art and inspiration, the lived-in kind of life has always proved most reliable. True art comes in making a gray T-shirt look effortlessly edgy, and that's no easy feat.