Gap Launches Spring “Lived In” Campaign with Artists as Models

Gap Presents “Lived-In” Spring Campaign Featuring Cast Of Emerging Artists. (PRNewsFoto/Gap Inc.)

Gap is getting real, literally with their new ‘Lived-In’  campaign. The campaign is aptly titled as most of us live in our jeans and  casual clothes.   The campaign featuring emerging artists modeling for the Gap.  This campaign is a fitting follow-up to the Gap “Black to Blue” commercials featuring young musicians Alex Ray Joel and Dhani Harrison.  If you haven’t checked out the Gap lately, this campaign might help to lure you in.  Gap needs a boost after the departure of Patrick Robinson.  I haven’t bought anything at Gap since he left.  (Robinson is now at Armani Exchange.) In my humble opinion, it’s time for Gap to reinvent their clothes.  They need to get back to leading with their staples like khakis,  jeans and plain old cotton tees.

The campaign includes Trinidadian-born American recording artist Theophilus London; English singer-songwriters Birdy and Anna Calvi; American actors RJ Mitte and Julia Garner; Swedish photographer Lina Scheynius; and American singer-songwriter and record producer Ernest Green (performing under the stage name Washed Out). Each artist was photographed by renowned photographer David Sims.

“For spring, we’ve recognized the brand’s iconic pieces – khakis, denim and tees – as the focal points, and through the feel of the fabric and shade of colors, brought ‘Lived-In’ to life through design,” said Rebekka Bay, Gap’s Creative Director. “We’ve created a complete and cohesive collection for all divisions that goes beyond any one product category and any one customer.”

Look for these pieces from Gap in the new collection:

Women’s Collection: Broken-In Straight and Boyfriend Roll Up Short bottoms, which pair with the Sunwashed Fleece and Washed Boyfriend Shirt.

Men’s Collection: Lived-In Khaki and Lived-In Cargo Short, topped with the Lived-In Shirt, which is available in both solids and patterns.

Gap has been having a big sale offering 40%  discounts to try to lure consumers in.  What do you think reads? Will a slick ad campaign bring you back to the Gap? At least for Khakis?