Inspired by individuality and personal style, the fall-winter 2014 ad campaign from Gap taps another set of recognizable faces. Mad Men’s Elizabeth Moss, The Hunger Games’ Jena Malone, Girls’ Zosia Mamet, Boardwalk Empire's Michael K. Williams & Gyp Rosetti and the legendary Angelica Huston. Unlike previous efforts, which showed stars against clean, stark backdrops, the scenarios are more nuanced -- slice-of-life vignettes that capture the celebrities in "relatable moments" yet elevate the idea of "dress normal,".
The theme of the new advertisements is to dress normal, with normal being relative for each person. No worries, Gap’s staples are still the focus of the images with black denim, easy outerwear and tops! “There’s certainly a long tradition at Gap that people come first and that the clothes are there to make you feel like your best self, and we’ve been unapologetic about that for years [...] 'Dress Normal’ is a reinforcement of that idea”. - Seth Farbman. "Dress normal" doesn't mean Gap doesn't care about fashion; rather, they're more interested in helping customers dress like themselves!
"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." - Seth Farbman.
The AW14 campaign is all about encouraging us to embrace the basics, those essential wardrobe staples, black skinny jeans and classic tees. There’s Mad Men’s Peggy just casually walking down the beach in a grey drop-shoulder coat (click to shop) with some seagulls. Or Angelica Huston just chilling with an Americano in a booth. Oh and there’s Zosia Mamet just lying on her bed all normal but also quite styled in her denim jacket, tweed dress and biker boot combo!
Loving GAP's chicest shades or need some textured jackets, cosy knits, and cool plaits to style up your new black denim? Then don't miss the GAP VIP Event or the 25% off with GLAMOUR magazine.For more info visit the website or the nearest store! GLAMOUR x Gap Womenswear offer is valid from Friday 5 September to Sunday 5 October 2014, in store and online. All you have to do is show GLAMOUR page on your mobile device, OR buy the new issue and show the actual page (pg 181) - the decision is all yours!
The Gap has tapped Academy Award-nominated director David Fincher to elevate and complicate what it means to "Dress Normal" for its new Fall campaign, the first out of global agency Wieden & Kennedy, New York! The effort includes a series of lush, black and white films that capture models in the midst of cryptic scenes, making viewers feel as if they're caught in the middle of a story.
Such perplexing scenarios benefited from having Mr. Fincher on board. The director of "Panic Room, "House of Cards," "Fight Club" and "The Girl with the Dragon Tattoo" -- as well as the forthcoming "Gone Girl" -- is not, on the surface, the type of creative mind associated with Gap's happy, bright persona. And that was intentional!
''Being your most authentic self is a style that will always endure. Dress Normal!''
"There's always an anxiety in Fincher's work," said Gap's Global CMO Seth Farbman. "What I wanted, because this is Gap, was positive anxiety -- that was the brief. We wanted to make it more challenging than what people think of as a Gap commercial. Rather than a beginning, a middle and end of the story, we wanted to tell part of the story and leave a sense of wonder."
As for the thinking behind "Dress Normal," Wieden & Kennedy Creative Director Stuart Jennings said it's meant to serve as a longterm platform on which the Gap can continue to build on a big brand message "so that every season they weren't just doing product campaigns. That was a line that we dug out of a larger manifesto we had written. Those two words hit on a lot of things for us -- the issue of Gap feeling a little bland, for lack of a better word. We also wanted to do something that made it seem relevant again but not desperate -- that still honored the brand's past."
The campaign also spans outdoor, mobile, direct, social, in store and digital. The Styld.by platform will tap photographers, musicians and other creative personalities to share their vew of "Dress Normal." And an experiential element will bring the Dress Normal Project -- a pop-up shop meant to host events and provide an edited assortment -- to five cities!
That said, the style of the spots does tie into Gap's product lineup for fall, which is heavy on black and gray denim. Taglines for other campaign elements include "Black is a color" and "Don't be afraid of the dark." Gap's logo, traditionally shown in the brand's signature blue -- or during the holidays, red -- pops up in yellow, aqua, white and pink throughout the campaign. Those colors are also a nod to colors in the brand's fall assortment.
Print ads shot by Glen Luchford, like Gap campaigns of the past, feature celebrities, including Anjelica Huston, Elisabeth Moss, Michael K. Williams, Jena Malone and Zosia Mamet. More about the Print Ads, "Black is a color","Don't be afraid of the dark.", the GQ Collaboration and much more, tomorrow on fashionspam!
"What we need to reinforce is what has always been true,
that even at full price, the quality and value and enduring style of Gap
product is of high value [..] "If the spots make the
clothes look more expensive, great. They're not!" NEW COLLECTION AVAILABLE IN STORE & ONLINE NOW!
The House of A. Sauvage unveiled its shoe collection for Fall/Winter 2014, perfecting the hybrid of a rugged outdoor sole with a sleek, considered upper body. The mix of the brand’s African heritage and London childhood is clear in this mimicry of African dictators and the representation of true punk aesthetic, with this Dictator Boot and General Derby Shoe. The two models offer a legitimate alternative to a classic formal boot or shoe whilst remaining both sophisticated and wearable.
This is the first shoe collection since The brand’s inception in early 2010.
Paolo Conte is an Italian singer, pianist, composer, and lawyer notable for his grainy, resonant voice, his colourful and dreamy compositions (evocative of Italian and Mediterranean sounds, as well as of jazz music, South American atmospheres, and of French-language singers like Jacques Brel and Georges Brassens) and his wistful, sometimes melancholic lyrics.