GAP - Fall/Winter Ad Campaign

This month, Gap, the iconic American clothing brand, revealed the first chapter of its new fall campaign which celebrates the individuality and authenticity of personal style by questioning what it means to Dress Normal.

Launching fully on September 2 across multiple global vehicles, the campaign is rooted in the same core values the brand has unapologetic stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves.

“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,” said Seth Farbman, Gap Global Chief Marketing Officer. “This fall, Gap celebrates dressing for yourself and finding those perfect items – a pair of jeans, a t-shirt – that make you feel confident to be your most authentic self.”

The campaign features photography of recognizable people who are known for their own art of dressing normal, starting with Anjelica Huston, The Royal Tenenbaums; Elisabeth Moss, Mad Men; Michael K. Williams, Boardwalk Empire; Jena Malone, The Hunger Games: Catching Fire; and Zosia Mamet, Girls. Additional celebrity names will be released ahead of the September launch. Gap will also be returning to television as part of the campaign, with further details to be revealed in the coming weeks.

The fall campaign marks the first creative execution of Dress Normal which begins its story with a classic Gap item and one of the coming season’s biggest trends – black denim – and season after season the narrative will shift to other iconic Gap staples.

GAP - Fall/Winter Ad Campaign GAP - Fall/Winter Ad Campaign