Gap is sticking to tradition to promote its casual classics — the core of the $16 billion business.
This story first appeared in the July 24, 2007 issue of WWD. Subscribe Today.
For fall, the specialty chain will break out another series of portraits featuring artists and celebrities in the signature up-close-and-personal style that Gap has utilized for decades.
The campaign, developed by Laird + Partners and photographed by Annie Leibovitz, is called “Classics Redefined.” The photos will run in the September issues of national magazines including Vogue, Vanity Fair, Lucky, Interview, Harper’s Bazaar, Elle, GQ and Dwell. The campaign will also appear in Gap stores, online and on billboards and bus shelters in select markets.
“Fashion portraiture is a subject near and dear to Gap. Our advertising has always put the individual ahead of the clothes,” Don Fisher, founder of Gap, said in a statement. “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.”
The campaign consists of 12 black-and-white portraits. Among the artists in the campaign are musician John Mayer, wearing a $39.50 sweater vest, and comic Sarah Silverman, seen in a $49.50 wide-leg trouser. Actor Ken Watanabe wears a tailored white shirt, priced at $39.50, and actress Selma Blair wears the “deep V” sweater, priced at $44.50. Others appearing in Gap classics are Forest Whitaker, Lucy Liu, Liev Schreiber, Regina King, Davis Guggenheim, Twyla Tharp, Marcel Wanders and Ami Onuki and Yumi Yoshimura of Puffy AmiYumi.