Gap has unveiled a new campaign fronted by musician Malcolm Todd and actress Inde Nabarrette.
Titled ‘Denim on your own’, the campaign is soundtracked to Todd’s rendition of Robyn’s ‘Dancing on My Own’.
According to the retailer, the campaign reinforces its commitment to building partnerships and collaborations that feature new talent.
At the centre of the campaign sits the belief that “personal style is a powerful form of expression”.
Mark Breitbard, president and CEO of Gap brand said: “Gap has always been at the intersection of music, style, and culture -partnering with artists who bring a unique point of view and inspire people to express themselves.”
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“From our heritage of iconic creative collaborations to championing today’s emerging voices, we continue to evolve how we show up in culture – building our own cultural currency through authentic partnerships, original storytelling, and a clear point of view.”
Fabiola Torres, chief marketing officer of Gap brand added: “For this campaign, we didn’t simply ask Malcolm to cover ‘Dancing On My Own,’ we asked him to reinterpret the song through his own perspective.”
“That same spirit of making something your own defines GapDenim — a collection designed for people to find the fits and styles that feel uniquely theirs. It’s how Gap has connected with culture for generations, and how we continue to inspire originality today.”
The marketing drive was directed by Tanu Muiño, with fashion and image by Alastair McKimm, creative direction from head of Gap Brand Creative and photography by Bjorn Loos.
It will run across digital, social media, email, in-store and out-of-home.
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