Gap backs autumn campaign with celebrity portraits

by Nikki Sandison, Brand Republic 30-Jul-07, 16:50

SAN FRANCISCO - Gap is promoting its autumn collection with an ad campaign called 'Classics redefined', featuring portraits by Annie Leibovitz of celebrities including Forest Whitaker, Lucy Liu and Selma Blair.

Leibovitz, who recently took the Queen's official picture for her state visit to Virginia, has taken a series of 12 black and white portraits for the "Classics redefined" campaign.

Each portrait is numbered to highlight 12 items of clothing that Gap has redefined as wardrobe essentials, such as the little black sweater dress and wide leg trousers.

The print campaign was developed by Laird and Partners, Gap's creative agency, and will run in the September issues of American magazines, including Vogue, Vanity Fair, Lucky, Interview, Harper's Bazaar, Elle, GQ and Dwell.

The campaign will also feature in Gap stores, online and in outdoor elements, including billboards and bus shelters.

In addition to Whitaker, Liu and Blair the campaign also includes portraits of musician John Mayer; actor Liev Schreiber; comedienne Sarah Silverman; actor Regina King; and actor and producer Ken Watanebe.

Don Fisher, founder of Gap, said: "Fashion portraiture is a subject near and dear to Gap. Our advertising has always put the individual ahead of the clothes. Whether it's a celebrity, a writer, a performing artist or a model, the person is always the art, the clothes the frame that sets them off."

Picture: Sarah Silverman wears The Wide Leg Trouser in Gap's Autumn ad campaign, "Classics redefined" (PRNewsFoto/Gap)

Comments

Christopher Peterson - 03/08/2007

This ad campaign is more of the same failed strategy Gap has used in the past to build an emotional connection to their target customer. Why this brand continues to define its core values around a celebrity image is puzzling. The one thing a brand needs today is authenticity. There's nothing authentic about hiring yet another series of celebrities to convey the essence of your brand. Everyone knows these celebrities do it for the endorsement money. C'mon, Gap, make a personal statement. It's time to dump Laird for some fresh thinking. Here's an ad: why not fill a pickup truck with jeans, khakis, sweaters, and shirts, park outside a school in a depressed city, and let kids take what they wanted. Cut to the next morning. The school buses arrive and everyone is wearing their new Gap clothes...but in their own stylish way. That's the way you keep it authentic. Forget conforming to a celebrity's image; empower kids to make their own stylistic choices and express an aspect of their own personality. Tagline: Gap...Old School Redefined.