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Gap Leans Into Next-Gen Values for New Collection and Campaign

The values beloved by Gen Z and millennials, like inclusion, diversity, sustainability and community, set the tone for Gap’s spring campaign and upcoming capsule collection of sustainable essentials.

On World Water Day, March 22, Gap will release the Generation Good collection of environmentally conscious products made from organic and recycled materials. The products, the brand stated, “will check all the boxes on Gap’s Good List: less waste, less water, lower emissions, better materials, and support for workers.”

Generation Good is accompanied by a spring campaign that shares its name and stars a cast of notable change-makers.

The campaign champions optimism by amplifying the voices of individuals who are serving as forces of good and who are “propelling a real shift in how we show up, represent, listen and learn across generations,” the brand stated.

The individuals chosen for the campaign are known to cultivate community and break barriers for themselves and the generations who follow. Individuals include skater and creator Evan Mock; tattoo artist Dr. Woo; advocate and co-editor of Black Futures Kimberly Drew; performer Mikhail Baryshnikov; chef Melissa King; musician Dizzy Fae; fine artist Jon Key; Highsnobiety fashion director Corey Stokes; trans community leader D’Jamel Young, and more.

The campaign also stars Aurora James, the founder and creative director of footwear brand Brother Vellies and the founder of the 15 Percent Pledge, a non-profit advocacy organization urging major retailers to commit 15 percent of their shelf-space to Black-owned businesses. Gap Inc. recently announced it is making a $200,000 donation to 15 Percent Pledge and increasing its pipeline programs by 15 percent, starting with early empowerment programs including internship, externship, apprenticeship and training.

“Gap was founded with the mission to do more than sell clothes,” said Mary Alderete, global head of Gap marketing. “Generation Good reflects this ideal that we can all be our true selves and move things forward by being a force for good. It takes a collective to change the world and that’s exactly what Generation Good is up to.”