Gap, Annie Leibovitz, and the New Fall Campaign

SAN FRANCISCO, July 30  — Gap has been renowned
for its powerful portraiture for decades, and this fall Gap celebrates the
spirit of this legacy with the introduction of “Classics Redefined” — an
innovative new advertising campaign captured by acclaimed photographer
Annie Leibovitz. Launching this August, the campaign features a series of
modern portraits of awe-inspiring individuals from a range of artistic
fields including Grammy Award-winning musician John Mayer, comedic “It
girl” Sarah Silverman and Oscar Award-winning actor Forest Whitaker.

 

“Fashion portraiture is a subject near and dear to Gap. Our advertising
has always put the individual ahead of the clothes,” said Don Fisher,
founder of Gap. “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. A photo is a way to capture that moment so it doesn’t pass. And a
compelling portrait is a way to make sure it lives on forever.”
    “Classics Redefined” is comprised of a series of twelve emotionally
arresting black and white portraits. Each portrait is numbered to highlight
twelve of the wardrobe essentials Gap redefined this fall. The individuals
featured in the campaign wear these modern Gap classics in a way that
captures their personal style while celebrating the iconic item. In select
campaign spreads, a simple product image of a fall item is juxtaposed
against a portrait to tell a more detailed story about the classic pieces
Gap has reinvented for fall.
    Gap’s fall collection is rooted in the brand’s heritage as the purveyor
of casual style and features a modern take on the classic items Gap is
known and loved for. From the little black sweater dress and wide leg
trouser for women, to the tailored shirt and the macintosh trench for men,
Gap has redefined the classics this fall. A clean, simple approach to
design makes these items the perfect addition to everyone’s fall wardrobe.
The artists in the “Classics Redefined” campaign wear the following
must-have items for fall:
    — John Mayer, Musician, wears The Sweater Vest ($39.50)
    — Lucy Liu, Actor, wears The Little Black Sweater Dress ($59.50)
    — Liev Schreiber, Actor, wears The Haberdashery Shirt ($44.50)
    — Sarah Silverman, Comedian and Aspiring Supermodel, wears The Wide Leg
       Trouser ($49.50)
    — Forest Whitaker, Storyteller and Actor, wears The Macintosh ($98)
    — Selma Blair, Actor, wears The Deep V Sweater ($44.50)
    — Ken Watanabe, Actor and Producer, wears The Tailored White Shirt
       ($39.50)
    — Regina King, Actor, wears The Short Sleeved Turtleneck ($39.50)
    — Davis Guggenheim, Director and Producer, wears The Perfect V Sweater
       ($39.50)
    — Twyla Tharp, Choreographer and Director, wears The French Cuff Shirt
      ($39.50)
    — Marcel Wanders, Designer, wears The Soft Tailored Blazer ($88)
    — Puffy AmiYumi, Rock Stars, wear The Wide Leg Jean ($59.50)
    Developed by Laird+Partners, Gap’s creative agency, the “Classics
Redefined” print campaign will run in September issues of national
magazines including Vogue, Vanity Fair, Lucky, Interview, Harper’s Bazaar,
Elle, GQ and Dwell.
    The campaign also will be featured in Gap stores, online and in outdoor
elements, such as billboards and bus shelters, in select markets.
    Contact: Erica Archambault
              415-427-2397

SOURCE Gap